Study On Sensory Marketing Of IKEA

The spring up of sensory marketing can be traced back to the nineties of last century, growing up along whith the development of economy and the fierce competition between enterprises. In the western world, there are also many intsitutions ingaging in researching the sensory marketing and putting forward a lot of theory systems. In China, the new theory has been learned and utilized into marketing practice, but usualy been interpreted out of context. Because of weary reserching effort, no systemetic theories has been presented by now.The flourishing of industry and commerce reversed the market relation between supply and demand from the seller’s to the buyer’s. Abundant goods appear on markets, even the same product can be found in various models and styles. Consumers become more and more hesitate in making a decision, puzzling which one would be the best. Different from thinking a lot of price and functions as they did before, people are now paying more attention to whether the products suit their own taste or characters when buying. In another word, the people would like to have a unique consumer experience rather than get a lower price. Bernd H. Schmitt thought customers are living human beings with experiential needs:they want to be stimulated, entertained, educated and challenged, and they are looking for brands that provide them with experiences and thus become part of their lives. In this situation, if the products or service could stimulate the sutomers and arouse their consumming desires through sensory marketing become a great task for enterprises.People perceive and recognize the world through sense rogans. In all the knowledge of the world, over 80% is acquired from vison, the ignored rest 20%is aquired from the other senses (auditory, olfctory, gustatory and tactile), but it has the same importance in percerving and realizing actions. The sensory marketing is about how to convey the value idea to the customers and make a better company iamge, which could make a enterprise differentiating from others and make the customers have a better consumming experience.How to get standing out from competiters jungle become a great challenge for every enterprise. The sensory marketing helps to do so. The objective of sensory marketing is to appeal the five senses and thereby provide aesthetic pleasure or excitement to customers. It regards the consumers instead of produts as the core of marketing.Now, there are many enterprises have made a great business success by applying the sensory marketing into their selling campains. Such enterprises include StarBucks, Mcdonals, KFC and Ikea etc.. What they have in common is that they combine more than one sensory marketing strategies in stead of only visual one to attract customers.As a leading sensory marketing practitioner, the IKEA coperation always take customer needs as their guidance in applying sensory marketing strategies and form a unique competition vertues for company. In all marketing practices, IKEA take customers as the core and excavate their needs and inner feeling by co-reacting with them. By using defferent sensory stratigies of auditory, olfctory, gustatory and tactile, IKEA create a comprehensive happy consumming experience for customers. Throuth sensory marketing stragigies, IKEA coincide its core value with customers’individual inner feeling tightly, and convey its messages to customers continuously and consistently. And by utilizing sensory marketing strategies, a loyal relation has been made between customers and IKEA, which not only promote the selling of their products but also form a unique competition vertue that can’t be copied by other companies.On study of the practice and effect of sensory marketing strategies of IKEA, this thesis aim to provide some inspirations or references for more companies, no matter what trade they belong to. Good utilization of sensory marketing strategies help enperprises to enhance their awareness and enforce their competition strenth in a new ecnomic environment.