In today’s highly competitive health and wellness industry, branding plays a crucial role in influencing consumer behaviour. Consumers are more health-conscious and willing to pay a premium for products and services that promote well-being. However, with the increasing competition in this industry, it’s becoming more challenging for brands to stand out. Sensory marketing can be a powerful tool to create a unique and memorable brand experience for customers.
The Impact of Sensory Marketing
A study conducted by the Institute of Neuroscience and Psychology at the University of Glasgow found that multisensory experiences are more memorable and enjoyable compared to unisensory experiences.
For example, when it comes to health and wellness products, the use of visually appealing packaging with calming colours and natural imagery can evoke a sense of tranquillity and well-being. The scent of essential oils in Vivanta’s spa or wellness centre can create a relaxing atmosphere, while soothing music or sounds of nature enhances the overall sensory experience. By carefully crafting sensory cues, health and wellness brands can create a memorable and positive brand experience that resonates with consumers and sets them apart from the competition.
Building Brand Associations
When consumers experience a brand through their senses, it triggers emotions and memories that are linked to specific brand attributes.
In the health and wellness industry, sensory marketing can be used to build brand associations that align with consumers’ desires for health, well-being, and self-care. For instance, a brand that uses soft pastel colours, natural textures, and calming scents in its products and store environment can create a brand association with relaxation, mindfulness, and self-care. These positive associations can influence consumer perceptions of the brand, making it more appealing and memorable. Yakult has been a great example of it.
Creating Brand Differentiation
In a crowded market, creating brand differentiation is essential for standing out from the competition. Sensory marketing can help brands differentiate themselves by creating unique and memorable brand experiences that resonate with consumers. For example, SoulCycle has created a unique sensory brand experience through its indoor cycling classes. The brand uses dim lighting, energetic music, and a sense of community to create an immersive and empowering workout experience for its customers. This has helped SoulCycle differentiate itself from other fitness studios and build a strong brand following.
Impact on Purchase Decisions
Sensory marketing also has a significant impact on consumer purchase decisions. A study published in the Journal of Consumer Research found that consumers perceived a product to be of higher quality when it was presented in a more aesthetically pleasing and visually appealing packaging. For example, Lululemon is a yoga apparel brand that has used sensory marketing to create a unique and memorable brand experience for customers. Their stores are designed to create a sense of calm and serenity, with soft lighting and calming music. They also use scent marketing, with a signature scent that is diffused throughout their stores. Another brand called Cure.Fit which is a fitness app company uses sensory marketing to create a sense of excitement and motivation. Their ads feature energetic music and vibrant visuals, and their in-store displays use bright lighting and high-energy music.
Conclusion
As the health and wellness industry continues to grow and evolve, leveraging sensory marketing can be a powerful tool to stand out in a crowded market, build a loyal customer base, and ultimately drive business success. By tapping into the power of the senses, brands can create a meaningful and lasting impression that resonates with consumers and establishes their brand as a trusted and memorable choice in the health and wellness industry.
Vigyap 