This research project developed in 2017. Field research developed with the company IZAC in France.
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The olfactive approach makes it possible to develop a significant multisensosy ambiance positively impacting consumer experience and reactions. This
is also a way to install more intimate interactions with the customer. The positive sensorial impact wakes up memory and establishes emotional links.
With effective olfactive marketing, it is now possible to capture the customer's (visitor of the store) attention and to generate a direct emotional link.
The olfactive signature generates an instantaneous modification in behaviors, without distinction between sensation and perception.
The research projects examine the question of the influence of the sensory ambiance of physical spaces (stores, reception spaces ...) on consumer's experience
and reactions. In addition, the project questions the fundamental role of olfactory signature and its consistency with the brand image for consumers.
The perception of the brand image by consumers is also investigated.
Investigated here:
Izac is a brand specializing in menswear, with a target on pop chic, casual, classic clients, between the very high end and mid-range. This brand expands its retail network in France and abroad (USA, Europe). The offer is based on experiential stores, a large offer of clothing and accessories (suits, belts, jeans, shirts, etc.) and a shopping experience. The offer is intended to attract a diversified clientele (executives, students, freelancers, and demographics covering at the same time young people, adults, and seniors). Izac stores (Auber, Paris) serve as observation fields in this project.
Scentys is a consulting firm specialized in sensory marketing and olfactory solution. It develops olfactory strategies for large companies (Renault, Costa Coffee, Grand Perfume Museum, DS, Martell, Peugeot, Marignan Hotel, Tag Heuer ...), and for various sectors (retail, services, hotels, car parks, culture ... ). Scentys supports practitioners by developing innovative solutions (olfactory signature, olfactory event, olfactory zoning). In this research project, Scentys has provided diffusion equipment (diffusers, fragrances, selection of smells), advice for diffusion in-situ (modalities of regulation for diffusion, for intensity), and validated calibration and measurement tools (olfactory attributes).
Emosens is a consulting firm specialized in sensory marketing and olfactory solutions. It manages the olfactory atmosphere of large companies, retailers and SMEs (e.g. Lancel, Google, Gaumont Pathé, Krys, Sofitel, Leroy Merlin, Darty, French Games, Conforama, Decathlon, Intermarché). Emosens is active in various sectors: retail, services, hotels, parks, culture ... Emosens develops innovative solutions in the domains of olfactory signature, olfactory events, and olfactory zoning. In this research project, Scentys has provided diffusion equipment (diffusers, fragrances, selection of smells), advice for diffusion in-situ (modalities of regulation for diffusion, for intensity) and for the selection of locations for experiments; Emosens also validated calibration and measurement tools (olfactory attributes).
The GRANEM (Angevin Research Group in Economics and Management: http://granem.univ-angers.fr) is a multidisciplinary research team (economics and management) of the University of Angers, attached to the CNRS Federation n ° 3435 TEPP (Work, Employment and Public Policies). GRANEM's research focuses on two cross-cutting themes: the behavior of actors and the transformation of organizations, the evaluation of public policies, standards and institutions. The three research centers developed are: Environment, Health, Work, and Food, Tourism, Territories and Culture, Finance, Regulation and Governance.
The Faculty of Law, Economics and Management of the University of Angers is a teaching and research unit specializing in economics, management and law.
We mention here publications in the press, specialized or not...
