Which is associated with the brand and remains in its memory. And finally because what they transmit is not what the consumer perceives. Source free images from google and pixabay companies like zara or stradivarius from the inditex group have understood this perfectly resorting to olfactory marketing . A variant of neuromarketing the company has created its aroma in the store which has ended up being marketed and which according to observers lifts the mood thanks to its pheromones (rodríguez ; alpematik ). We can find more examples of this type of success in rolls-royce which began to use a fragrance that combines the aroma of leather and wood materials deeply linked to luxury or singapore airlines.
Where the airline uses a fragrance called “ stefan floridian waters ” in its first class cabins and suites (alpematik ). Samsung for example uses a fragrance called “ samsung scent ” in its stores (lópez ). Also the hotel chain intercontinental hotels group mobile app designs service uses a fragrance called “green tea and lemongrass” in its hotels which stimulates the senses (encyclopedia of examples ). It can be concluded that in the era of differentiation creating a positioning or memory in the consumer's mind is relevant for the company and it is necessary to resort to new marketing tools. Closely linked to generative artificial intelligence neuromarketing.
Allows us to create new opportunities to connect with customers from experiences and sensations based on brain processes the most genuine aspects of human beings. The odotype as part of sensory marketing leads us to ask ourselves the question what does your company smell like author m dolores méndez aparicio applications manager at mutua madrileña dr. In economics legal economic and social scienceshow to use storytelling to create connections with customers how to use storytelling to create connections with customers have you ever immersed yourself in a story so captivating.
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