Nowadays economic stagnant and political instability lead to the decrease of customers purchasing mood. However, products and services related with entertainment and lifestyle are still preferable as it influences people’s joyful emotion.
This spending trend, as a result, is complying with latest marketing strategy that adopts human senses with marketing. It is first introduced to Thailand by Equal Strategy (s) Pte Ltd where its headquarters located in Singapore and Malaysia.
Mr. Simon A. Faure-Field, CEO of Equal Strategy, said that the company will work as a consultant for world-class brand building by deploying unique “music” and “fragrance” combined with IT technology to create customer experience of brand and buying mood at point of purchasing. International clients of ES included Microsoft, DHL, Changi International Airport, Mercedes Benz and OCBC Bank, for example.
Using ‘Music’ to create spending atmosphere, Mr.Field explained, is best suited for bank, retail shop, shopping mall, art gallery and also products showroom. According to the case study from Nike, most of customers willing to purchase in the shop applied with hearing and smelling senses.
While in case of fragrance, ‘Brand Aroma’ is regarded as a trademark for marketing. The target groups included hotel, spa and also art gallery.
In doing business, customer has to sign a long-term contract not under than 2-3 years for consultant service and senses strategy applied to particularly brand or product. While the music and fragrance licenses are belonged to the owner companies.
In Thailand, it is now in the process of introducing the company and clarifying the features and services while also looking for potential partnerships. In the next three years, the company expected over 15-20 leading cooperated clients from Thai brands as the markets and purchasing power tend to growth significantly. And that required the business sector to adopt new marketing strategy in order to reach customers spending.