From brick-and-mortar stores to e-commerce, from e-commerce to new retail, products will eventually go back offline.
Why is that? Because customer experience is important, like when you go to the Apple Experience Store and experience the iPhone for yourself before you decide to buy it.
Customers’ “five senses” experience is the most complete in offline stores, whether they buy offline or online. A product or a service, in order to achieve sales, it is necessary to touch point, that is, to establish the connection between the brand or product and the customer, and the sense is the most direct, the most effective contact point, is the “trigger” of the customer to buy, which is far more natural and easy than the human sales incentive.
Modern physiology, psychology research proved that people receive information from the outside world, more than 83% through the eyes, 11% with the help of hearing, 3.5% rely on touch, the rest from taste and smell. The development history of marketing can also reflect this point: visual marketing was first attached importance to and adopted by enterprises, and trademark (brand) protection is often limited to the visual part — graphics and text, followed by hearing, smell and so on.
The greatest value of sensory marketing lies in the establishment of contact and the creation of experience. The essence of contact and experience is the transmission of information, and customers need to study and judge the value of information and make purchasing decisions that are beneficial to them. And information is made up of details; details are related to success or failure.
In the case of homogenization of goods or services, customers are often conquered by a single point, namely a product detail, or a prominent and subtle feeling. Sensory marketing can create one point after another.
How to create such dots?
Eyelash stores need to design experience scenes from hardware and software.
Hardware is mainly environment, props, etc. Software is mainly culture; atmosphere and so on, sometimes hardware and software are inseparable, integrated.
1) Environment
Including real environment and virtual environment, environmental elements can be divided into time, characters, space, color, etc., which is a direct element of customer experience.
2) Culture
Including corporate culture, brand culture, store culture, product culture, celebrity culture, etc., can be displayed by using invisible culture, such as store culture wall, activity silhouette, product culture manual, etc.
3) Atmosphere
The atmosphere of the store is mainly created through sound, light and other technologies, mainly including cultural atmosphere, festival atmosphere, buying atmosphere, etc.
4) Items
The equipment, appliances, supplies and software needed to achieve customer experience can be used with some good props, which can let customers into the drama and have a sense of ceremony.
How does a lash store use the “five senses” for marketing?
1) Audio marketing
Auditory marketing refers to the use of beautiful, or unique sound to attract customers’ auditory attention, and in the minds of customers to form a unique voice.
For shops, hearing mainly comes from three aspects. The first is the product itself, such as the sizzling sound of steak fried in a steakhouse.
The second is the environment, such as the background music playing in the store;
The third is the transmission, such as the sound of the glue shaken by the eyelash division in the lashes shop.
For customers who cannot lie down for 2 hours, we can play light music to relieve customers’ mood and eliminate tension.
In addition, in the process of operation, the lash artist needs to operate according to the standard procedures and speak the corresponding communication techniques simultaneously.
2) Visual marketing
The purpose of visual marketing is to improve the aesthetic sense of the store through visual means, to attract customers into the store consumption.
Such as shop head, window, commodity display and so on to attract customers have a vital role. Apart from displaying the corresponding products and tools, the eyelash store can display the eyelash operation process, eyelash style drawing and grafting comparison drawing for customers’ reference.
3) Tactile marketing
Tactile receptors are abundant in the head, lips, tongue, and fingers, and can be used to express intimacy, kindness, gentleness and thoughtfulness.
As an eyelash artist, it is necessary to make full use of the touch. For example, when grafting eyelashes on customers’ eyes, the operation should be light and the action should be gentle, so that customers will feel gentle and considerate and have a sense of security.
The establishment of taste difference can enable customers to establish taste recognition through taste experience, and attract customers to often recall the eyelash shop, or even patronize the shop.
For example, scented tea can soothe the mood and has a very good helping effect on the stability of nerves. According to the season, rose tea in spring and autumn, chrysanthemum tea in summer and ginger tea in winter are matched with rose tea.
5) Smell marketing
This is a marketing mode that allows customers to distinguish the differences of stores even with their eyes closed. Smell marketing refers to a marketing mode that attracts customers’ attention and recognition with a specific smell and eventually forms a memory, which can increase the memory of products and services, such as choosing some essential oil and aromatherapy equipment and selecting the appropriate fragrance.
Your eyelash shop, in hearing, sight, touch, taste, smell, these five senses of marketing you have done? If not, look into how to improve it.
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