{"id":486,"date":"2012-11-26T12:28:13","date_gmt":"2012-11-26T12:28:13","guid":{"rendered":"https:\/\/www.natarom.com\/marketing-sensoriel\/?p=486"},"modified":"2022-05-30T15:57:09","modified_gmt":"2022-05-30T13:57:09","slug":"les-odeurs-vendeuses","status":"publish","type":"post","link":"https:\/\/www.natarom.com\/en\/les-odeurs-vendeuses\/","title":{"rendered":"Les odeurs vendeuses"},"content":{"rendered":"<p><a href=\"https:\/\/www.natarom.com\/marketing-sensoriel\/les-odeurs-vendeuses\/odeurs-vendeuses\/\" rel=\"attachment wp-att-492\"><img decoding=\"async\" class=\"alignleft size-medium wp-image-492\" title=\"odeurs vendeuses\" src=\"https:\/\/www.natarom.com\/marketing-sensoriel\/wp-content\/uploads\/2012\/11\/odeurs-vendeuses-300x225.jpg\" alt=\"\" width=\"300\" height=\"225\" \/><\/a>Le marketing olfactif s\u2019inscrit dans la lign\u00e9e du marketing sensoriel et\u00a0 se proclame comme l\u2019une des techniques les plus efficaces et adapt\u00e9es aux envies du consommateur.<\/p>\n<p>La soci\u00e9t\u00e9 de consommation nous inculqu\u00e9 ses valeurs en un laps de temps tr\u00e8s court. C\u2019est pourquoi aujourd\u2019hui nous accordons beaucoup d\u2019importance non seulement \u00e0 l\u2019harmonie des objets, mais aussi \u00e0 l\u2019hygi\u00e8ne qui se devine \u00e0 travers les go\u00fbts et les odeurs des objets. Ainsi, la sensation olfactive se veut une caract\u00e9ristique inh\u00e9rente au choix d\u2019un produit. Quand on dit marketing olfactif, \u00e7a ne signifie pas que l\u2019on parle d\u2019une odeur r\u00e9elle. En effet, ce qui se produit dans le monde du commerce, c\u2019est que l\u2019odeur pourrait \u00eatre simplement sugg\u00e9r\u00e9e, et ce \u00e0 travers une image ou une description perspicace dans un spot publicitaire.<\/p>\n<p><!--more--><\/p>\n<p>Une fum\u00e9e qui se d\u00e9gage d\u2019une assiette, une cuill\u00e8re ou un bol de caf\u00e9, laisse le spectateur en deviner le parfum et par ailleurs, son envie de le retrouver l\u2019incite \u00e0 acheter. Justement, C\u2019est cette marge de fantasmagorie octroy\u00e9e au consommateur qui donnera naissance \u00e0 des odeurs de r\u00eaves, tr\u00e8s all\u00e9chantes.<\/p>\n<p>Nous pouvons dire que ce marketing se d\u00e9ploie surtout quand il s\u2019agit d\u2019un produit alimentaire\u00a0: confiserie, boulangerie, p\u00e2tisserie, \u00e9picerie\u2026dans le but d\u2019attirer les consommateurs aux narines \u00e9moustill\u00e9es.<\/p>\n<p>Mais, le domaine qui agit le plus sur nous est celui de la beaut\u00e9 et de la sensualit\u00e9, c&#8217;est-\u00e0-dire les parfums et les cosm\u00e9tiques.<\/p>\n<p>Les sp\u00e9cialistes du marketing utilisent aussi des senteurs dans leurs campagnes de publicit\u00e9 ou dans leurs efforts de vente. Ils ajoutent ainsi des parfums aux courriers publicitaires gr\u00e2ce \u00e0 des proc\u00e9d\u00e9s tels que la microencapsulation (renfermer un produit dans des microparticules).<\/p>\n<p>A ce stade le virtuose du marketing olfactif m\u00e8ne son jeu jusqu\u2019au bout parce que l\u2019objectif et le moyen convergent vers la m\u00eame finalit\u00e9\u00a0: fid\u00e9liser la client\u00e8le.<\/p>\n<p>Pour ce faire, nous pouvons affirmer que l\u2019odorat vint surplomber toutes les techniques du marketing et accroitre les chiffres d\u2019affaires \u00a0au point de parler d\u2019odeurs vendeuses.<\/p>\n<p>Une affiche publicitaire, une image, une vid\u00e9o ou autre technique, pour se faire attachante, recourt \u00e0 la suggestion d\u2019odeurs et aiguise, par cons\u00e9quent, la curiosit\u00e9 de l\u2019acheteur.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing olfactif s\u2019inscrit dans la lign\u00e9e du marketing sensoriel&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[56],"tags":[57,112,77,60,116],"class_list":["post-486","post","type-post","status-publish","format-standard","hentry","category-marketing-olfactif","tag-marketing-olfactif","tag-nez","tag-odeurs","tag-odorat","tag-publicite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - 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