Sensory marketing: A Strategic Tool to Gain and Retain Customers

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SILVA, Leonardo Campos da [1], TEIXEIRA, Rosangela Colen [2], LUCHINI, Adriana de Mello [3]

SILVA, Leonardo Campos da; TEIXEIRA, Rosangela Colen; LUCHINI, Adriana de Mello. Sensory marketing: A Strategic Tool to win and Keep Customers. Multidisciplinary Core scientific journal of knowledge. 03 year, Ed. 06, vol. 05, pp. 111-131, June 2018. ISSN:2448-0959

Summary

This article is based on a literature search, which had the purpose of qualitative analyse sensory marketing contributions on customer loyalty. Using a descriptive approach sought to analyze and correlate marketing concepts, marketing and strategic tools sensory of this apply to undertakings on maintenance and winning customers. In this sense, reveals that the sensory marketing becomes a new market ally for customer loyalty, as has strategic tools that exploit the human experiences and emotions, generating emotional link between company-consumer, leading them to a symbiotic relationship and satisfaction.

Keywords: Marketing, Sensory Marketing and customer loyalty.

1. Introduction

With globalization, technological innovations, a booming economy and a highly competitive market, the products and services available in the market became more and more similar in functionality and quality.

With all these changes and with advent of e-commerce consumers have become more selective and demanding House. Tangible products are important, but the intangible service trailer makes all the difference.

The customer search for products which meet their basic needs, but also search for products and services that satisfy their emotional needs and desires and providing innovative and enjoyable experiences.

In this way, to keep companies in this market so raging and competive is necessary to develop differentiated capabilities and strategies of their competitors.

It is in this sense that enters the Sensory Marketing as a new strategic tool through stimulation of the five human senses (touch, taste, sight, hearing and sense of smell), seeks to explore the emotional experiences and provide these Wellness moments and sensations.

Thus, this article aims to identify and analyze the strategic tools of Sensory Marketing and the role of these in the maintenance and achievement of customers.

2. Marketing: conceptual analysis

2.1 Concepts

As long as Marketing has arisen comes evolving and gaining more and more space. Today it is almost impossible for a company to survive or to grow without use of Marketing strategies.

Kotler and Armstrong, (2003, p. 03), define marketing as the delivery of customer satisfaction in the form of benefit. The two main objectives of marketing: attract new customers, promising them higher value and maintain current customers, providing them with satisfaction.

Still Kotler (1998, p. 27) defines marketing as a social and managerial process, in which individuals and groups acquire what they need and want through creating, offering, and exchange of products of value with others.

Las Casas (2006, p. 03), reports that the term marketing means action on the market. Businesses can apply to correct market marketing, increase the level of consumer awareness about a particular product.

Kotler (1998, p. 22) emphasizes through the words of Ray Corey marketing consists of all activities for which a company adapts to your environment, with creativity and profitability.

For Bogmann (2000, p. 23) today must worry about marketing to achieve more quality than quantity. Meet, enchant, serve and match the concepts of customers is fundamental to the success of the project and requires a systematic management of that relationship.

Already Kotler (2009, p. 22) States that one of the main marketing definitions is based on the concept that this is so basic that cannot be considered a separate function, is the full business seen from the point of view of your end result. That is, based on the vision of the consumer, every success of the enterprise is determined not by the manufacturer, but rather by the customer himself.

Cobra (2011, p. 20) sets that marketing should be understood and seen as a philosophy, as principles and procedures of a company. In which the features and the corresponding quantities of products and services to be developed should be based on the needs expressed by consumers.

It is noticed that there are several proposed definitions for marketing. However, they all have as main focus to create relationships with customers and provide them satisfaction.

2.2 Tools

The marketing for your evolutionary time has been forming several strategic tools, that focuses on creating environments that promote better conditions for organizations to reach their objectives with its customers.

According to Cobra (2011, p. 28) there are three interrelated marketing systems with the environment, the 4Ps: point product, price and promotion; Wednesdays and Fridays: analysis, Adaptation, and evaluation and Activation 4Cs: consumer, consumer cost, communication and convenience.

Even Cobra (2011, p. 31) defines the 4Ps marketing mix or marketing compound. And reports that they are interdependent, but are constantly. The product must always satisfy the needs and desires of customers; the point has the function of putting the product quickly and affordably to consumers; the price should get conditions and costs in connection with the manufacturing and the marketing and promotion is concerned with communication, stimulate and effect the sale.

Maximian (2000, p. 241) defines the product choice is influenced by factors such as: competition, market size, market growth potential and revenue production. The price should be based on competition, customer interest and the ability to produce profit. The square includes the channel where you will be offered the product and which client this will reach. And lastly promotion informs customers about the product, its characteristics and the influence the realization of purchase.

Honoré (2004, p. 6) reports that consumers don't want to buy things, seek solutions to their problems. Objective marketing through marketing actions calls consist of marketing or marketing mix meet through a set of controllable variables, needs and desires of consumers and influence their decisions.

According to Adhikari (2013) there are marketing tools that are indispensable for the entrepreneur. He highlights some and their definitions: Benchmarking, which consists of search and analyze ideas, operations and effective procedures of competitors, in order to innovate and apply such practices. CRM (Customer Relationship Management), which integrates the processes of client-oriented way, which includes production, distribution, sales and marketing. SWOT analysis, which aims to identify strengths, weaknesses, opportunities, threats in order to understand the internal and external environment of enterprises in the scenario in that Act. Marketing information system (S.I.), which involves search procedures through people and equipment, to collect, sort, analyze, evaluate and distribute accurate information to facilitate decision making.

Cobra and Brezzo (2010, p. 68) define CRM as a strategy focused on the relationship with the client, consisting of a set of technologies that make it possible to extract customer data within the company and structure them together with data obtained externally, Turning-on a basis to be analyzed and used for the purpose of obtaining through different means a greater interaction with the client.

Still Snake and Brezzo (2010, p. 68) emphasizes that the CRM attempts to identify and use all knowledge obtained from customers to create and modify strategies and adapt them to meet the individual needs and specific for each customer.

2.3 types of marketing

As stated by Kotler and Keller (2006 p. 02), the marketing is everywhere and in everything you do, the clothes, the sites accessed, supermarkets and in the ads scattered through the streets; Besides the good marketing has become an increasingly indispensable ingredient for success in business ".

For marketing Snake is present in almost all human activities play an important role in social relations, being present in profitable and unprofitable activities, in consumer products, industrial, agricultural, even in health and politics. (SNAKE apud BOGMANN, 2000 p. 22).

The changes that have been taking place in recent years have required new marketing practices and techniques, more complete and comprehensive and that go beyond traditional practices. (KOTLER and KELLER 2006, p. 14).

Given this, the marketing has divided into various modes to suit the varied situations and existing social relations and dynamics of existing exchanges in human daily life. Among them include social marketing, internal marketing or internal marketing, relationship marketing and sensory marketing.

2.3.1 social Marketing

The idea of social marketing was suggested by Kotler and Levy in 1969, when they stated that marketing should include non-profit institutions such as churches and public bodies, because in a way they also conduct no exchanges exchanges market and mainly sell ideas people. (KOTLER and LEVY apud MEIRA and SANTOS p. 02)

Still Kotler (1978) defines social marketing projects or plans that aim to make certain group-target accept a social idea. For that use information, concepts, consumer research, aiming to facilitate the process of return and acceptance of the target group. (KOTLER apud LEVEK and BENAZZI, 2002 p. 20).

To Kotler and Roberto (1992) social marketing uses marketing tools to promote behavioral changes, using thus, planning actions and the media. In this way, the social marketing is a strategy of behavior change ". (KOTLER and ROBERTO apud LEVEK and BENAZZI, 2002 p. 21).

In addition to a behaviour change strategy Araújo (2001) States that this is also a modifier of attitudes that can be used by any organization, provided you have as purpose to social transformation. (Apud LEVEK and BENAZZI, AGUILAR 2002. p. 21).

Schiavo and sources (1997):

Point the social marketing as the strategic management of the process of social change from the adoption of new behaviors, attitudes and practices in individual and collective areas, guided by ethical principles, based on human rights and on social equity. The term is used to describe the systematic use of the principles and methods of marketing, oriented to promote the acceptance of a cause or idea, which take one or more segments of the population identified as target audience the behavioural changes regarding way to feel, understand, think and act on a particular issue, adopting about new concepts and attitudes. (SCHIAVO and sources apud VEBER p. 11)

Cobra (1986) conceptualizes social marketing as a process of exchange of values; It may be physical, economic, political or social, in order to distribute ideas, causes, concepts or purposes to provide welfare to the community. (SNAKE apud LEVEK and BENAZZI, 2002 p. 21).

2.3.2 internal marketing

Costa (2010, p. 7) States that the company aimed at customer loyalty, amaze and delight your customers, first must invest efforts to retain their employees. Still reports that "the quality of a company's relationship with the market, customers or consumers is a reflection of the quality of the relationship with its employees.

Cobra and Braga (2004, p. 73) reports that the internal marketing aims, strengthen relations within the company and provide an integration in order to establish notions of client verses internal suppliers. Thus making it possible to reach a better quality products, personal productivity and quality of life at work.

Kotler and Brezzo (2010, p. 178) reinforce that:

The main objective of marketing is to strengthen relations within the company, managing employees, considered as internal clients, share the company's vision with regard to your mission, management, goals, results, products, services and markets in which it operates. This will get the best quality of products and services delivered to the external client, will be improved productivity, and all this will be reflected in a good working climate and increased competitiveness of the company.

Cobra and Braga (2004, p. 73) emphasizes that the internal marketing must establish a customer awareness in employees, in which the first internal market company is your human resource. Still reinforces the internal marketing search improvements that includes a better organizational climate in greater internal satisfaction, and better communication at all levels of the company.

Costa (2010, p. 11) States that the internal marketing as a management process, in which the objective is to reduce negative impacts, promote motivation, take care of the management of organizational climate, overcome performance and generate changes.

The internal marketing is a powerful marketing tool, which assists companies in better management of your human capital, creating motivational incentives, improving communication and fostering a better relationship between company and employees.

2.3.3 Relationship Marketing

Kotler and Armstrong, (2003, p. 28), define that relationship marketing is the process of creation, maintenance and strong intensification of value-added relationships with customers and other partners.

To Kotler (2000, p. 35), relationship marketing aims to establish mutually satisfactory long-term relationships, which can be with customers, suppliers, distributors, in order to gain and retain your preference and your business in the long term. Stresses also that the relationship marketing offers solid economic, technical and social connections between the parties.

According To Kotler:

The end result of relationship marketing is the construction of a singular corporate heritage, called network marketing, where is the company and those who support it (customers, employees, suppliers, distributors, resellers, advertising agencies, academics, among others), with whom she built professional relationships mutually compensators (KOTLER, 2000 p. 35).

Bogmann (2000, p. 24), through the vision of Ian Gordon, says: the relationship marketing is the ongoing process of identifying and creating new values with individual customers and the sharing of its benefits for a lifetime of partnership.

For Las Casas (2006, p. 25), in relationship marketing, seeks to maintain a perfect marriage between customers and suppliers. It's not about relationship to just once, but for as long as possible. Where companies yield to the wishes of customers and try to do the best to conquer them and keep them.

Saliby (1997 p. 02) says the relationship marketing appears as a new marketing approach to the competitive new era.  States that will thrive only companies that suit to the new business scenario, satisfying the desires of the client and winning them. But to do so must meet the profile of your customers and they should be viewed with an integral part of the company, so that their needs are understood and met.

Bogmann says:

To establish a relationship marketing program is essential to the involvement of the entire company, because it is not a project of a Department or restricted to some people. Relationship marketing is a philosophy whose result depends on the commitment of the leaders of the company and all employees. If there is an internal culture focused on the relationship marketing, the program will have little chance of obtaining satisfactory results (BOGMANN 2000, p. 35).

According to Saliby (1997 p. 02), the relationship marketing will only be effective if the company's internal marketing is also being satisfactorily employed for the employees of a company are the main actors of this process, therefore, is fundamental they are motivated and involved with the process of customer satisfaction. "Point employee retention as a prerequisite to the retention of customers" since, officials have more time at the company know better, are better able to serve the client and greater reliability, being this, requirement in the process of conquest and satisfaction.

3. Sensory marketing: conceptual analysis

It is observed that the profile of the consumer is no longer the same as a few years ago. When you purchase a product today, such consumer search not satisfy only their basic needs, but also your emotional needs.

According to Schmitt (2000), both the reason as emotion drive the consumer to purchase. However, this does not seek only a quality product, also search experience buying experiences.

It is known that all the experiences and human perceptions are initially acquired through the senses. According to Blessa (2011, p. 15), 83% of learning takes place by the sight, 11% by 3.5% for the hearing, smell, touch and 1.5% 1% by the palate.

For flag (2013, p. 09), the five senses of humans are fundamental in their reactions and attitudes, being able to express approval or disapproval about something, creating memories, well-being and wishes.

"The senses are stimulated by sensory perception of the body. As this realization makes neural associations, rescue memories and bring with emotions ". (OLIVEIRA and BRAGA, 2013 p. 04)

According to Batey "35% of the brain is dedicated to visual process", so humans deposit so much confidence in this regard, in addition to that, is he responsible for decode something very important to the emotions, the color. (BATEY apud OLIVEIRA and BRAGA, 2013 p. 04)

Auditory perception also has an important influence on the emotional aspect through music, which according to Cavaco (2010) "can reach the thalamus, then this means that the song attacks the nervous system directly. (CAVACO apud OLIVEIRA and BRAGA, 2013 p. 06)

Touch for your time is responsible for human contact with the world, it is through this that human beings perceive climate change and environmental physical as cold and heat and enjoy the different shapes and textures and the concrete in the middle in which he lives.

The smell is the "sense that has access to direct neurological limbic system of the brain, which guard and intermedia memories" and that the memories of the human being are readily accessed through the olfactory stimulus. And finally the palate, which is chemically linked to smell, "one completes the other, being the palate awakened by the smell." (BATEY, 2010, apud OLIVEIRA and BRAGA, 2013 p. 07).

The consumer nowadays, don't seek just acquire the product, seek for something that they awaken emotions, they can feel it, touch it and that stimulate the interactional process. In this sense, the marketing must involve the consumer in multi-sensorial approaches throughout the purchasing process, arousing them emotions and promoting him contentment, safety, well-being, confidence and sympathy. (OLIVEIRA and BRAGA, 2013 p. 04)

With increasingly fierce competition between businesses and with consumers increasingly demanding, use of effective strategies that meet the needs and desires of customers and you can keep them and win them over, have become indispensable.

In this sense, the Sensory Marketing or Marketing of experience this is a Marketing strategy aimed at the consumer loyalty through differentiated services that you provide moments of tranquility, harmony and sensations of unique value. (Rabbit, 2007).

Schmitt (2002, p. 44) emphasizes that the experiential marketing or sensory is opposed to traditional marketing, which bases on analytical methods, quantitative and verbal. Because experiential marketing its methods and tools are diverse and multifaceted, he is not a methodological ideology, is eclectic, uses the most appropriate to achieve the best ideas and consider the consumer not only how to be rational, but also as emotional beings, which are often motivated by feelings, fantasies and challenges. Sensory marketing explores everything very well and only after concerned with reliability issues and methodological sophistication.

According to Camargo (2009) apud ANDRIANI and FREIRE (2013 p. 03):

Sensory Marketing is constituted by a set of actions of non-verbal communication, which is intended to stimulate the five human senses (sight, hearing, smell, touch, taste). These actions are used mainly at the point of sale and seek to capture the attention of the senses, causing aesthetic pleasure or thrills on the clients in order to generate an increase in sales.

Sensory Marketing seeks to meet the expectations of consumers through the senses, in order to provide positive and innovative experiences beyond expectations and creating emotional links.

ANDRIANI and FREIRE (2013 p. 04):

All five human senses are able to arouse a plethora of emotions at the subconscious level, freeing your imagination. In this sense, the sensory marketing can be considered then as a subtle tool to influence the buying behavior.

For Schmitt (2000), the Sensory Marketing can be seen as an excellent strategic tool that adds new values to the product and through the five senses motivates and creates new values to customers.

Lewis and Bridges (2004), state that the thoughts and opinions of consumers have changed; the lack of time, the mix of brands and products present on the market causes a new consumer profile, with new style, which can involve rational and emotional issues at the time of purchase.

SAMSON (2002 p. 38) States that:

Currently, consumers think the functional features and benefits, the quality of the product and the brand are positive things absolutely normal. What they want are products, communication and marketing campaigns that stimulate the senses and you mess with the emotions and the mind. They want products, communication and campaigns that they can incorporate into your lifestyle. Want to get an experience.

The search for products and services that provide pleasure and well-being are increasingly present in almost every class. Realizing this and knowing how much the five senses of the human being has a fundamental role in their choices, sensory marketing invests in elements that improve these senses through designers increasingly artsy, bold colors and vibrant, environments fragrant, light and with background music.

Bashir and Lancaster (2014, p. 35) reported that more and more hotels, restaurants and shopping centers seek to transform your environment through experiments involving the senses, with the goal of creating multi-sensorial experiences, using the emotions as a supplement.

Yet the authors exemplify how sensory strategies can be used in practice, bringing in Starbucks Coffee shops as an example:

In the early 80 Starbucks developed a strategy to provide a sensory experience to their customers. Assign the brand aesthetic and emotional dimensions was considered essential to position Starbucks as the third place, after the home and the workplace. Go to Starbucks should be an experience that involves the mind and the heart. The inspiring environment makes reading a book, or chat with friends in a comfortable moment. The Green and yellow of the interior, in conjunction with nice lighting, provide a visual experience calm and reassuring. The relaxing music is selected with care by the content team to create the sound Starbucks. Add the aroma and the taste of fresh coffee beans, as well as the comfortable sound textures and shapes of the seats, and will the characteristics of sensory experience.

For Martin Lindstrom apud Dooley (2012, p. 34) "brands that appeal to multiple senses will have more success than those who focus on just one or two". To him such appeals may be present in advertising of the brand, the product itself and even in tone phone.

Still Lindstrom apud Dooley (2012, p. 34), brings the airline Singapore Airlines and States that this is the Summit of sensory branding.

They not only use the Visual themes that we can expect from an airline on a regular basis, but also incorporate the same fragrance, Stefan Floridian Waters, the perfume used by flight attendants in their heated towels and other items. The flight attendants are required to follow strict criteria of appearance and exquisite silk uniforms use that combine with the elements of the decoration of the cabin.

Lindstrom apud Dooley (2012, p. 34) "assigns to these efforts the company have earned a permanent position among the preferred by travellers".

To Dooley (2012, p. 39):

One of the reasons for the success of sensory branding of Singapore Airlines is that they developed an unforgettable aroma and then used everywhere for years. Passengers who travel frequently learned what was the smell of the airline: and what's more important: unconsciously associated that smell for the rest of the experience with Singapore Airlines: on-board attendants adorable, flawless service, between others.

Even Dooley (2012, p. 35) States that the tools sensory marketing strategies to woo and keep customers should be consistent and be present over time, and for any use. In addition, such tools consist of a list of sensory elements such as: product design, colors, music, sounds, taste, aroma, shape and surface of the products and/or environment.

Schmitt (2002, p. 41) reports that sensory marketing focus is on consumer experiences that result of the meeting and of the experience of situations and stimuli are facing senses, feelings and mind. Such experiences also make the company and brand with the consumer lifestyle extending through attitudes and occasions of buying your social context. Finally, reinforces that, "experiences generate sensory values, emotional, cognitive, and behavioral, that replace the functional values.".

Flag (2013 p. 12) States that:

Working with sensorial marketing can be a strategy that causes the client to associate a tag to a feeling or a happy memory, well-being and even desire to consume a given product or service. To properly use sensory marketing strategies on the physical environment of a company is considered a competitive advantage because they are unique elements that differentiate one company from another (especially if it is the same segment). Companies that adopt the sensory marketing as a tool are those who want to create and transmit a unique identity of the brand and increase the likelihood of the consumer complete particular purchase. A company that has a comfortable environment causes the consumer to develop sympathy for the company, even if the consumer does not make a purchase immediately, the same back to the store sometimes and indicates other people.

Still Schmitt (2002, p. 48), reports that the sensory marketing can provide numerous benefits to the company, since it differentiates the product or service offered for competition, creates image and identification company, promotes innovations and mainly "induces the consumer experience, buying and, more importantly, to the consumption of the product with fidelity ".

4. Consumer behaviour

For Matthews, and Manish (2007, p. 48), based on the psychological approach called behavior analysis created by Burrhus Frederic Skinner, human behavior is affected and controlled by its consequences, which will influence in its instances future. Such consequences happen daily in everyday life and in most cases will determine whether the conduct that produced will occur again or not. Some of these consequences produced in the environment may increase the likelihood of such behavior re-occur; such consequences are referred to as reinforcement or fortifying consequence.

Based on the approach of behavior analysis and analyzing it from the perspective of consumer behavior, Serralvo (2009, p. 60) says that by controlling the external environment, the responses of the subject can also be controlled. In this sense, the behavior will suffer influence of stimuli and will be submitted to fortifying the consequence consumers to purchase and use the product.

According to Cobra (2011, p. 59), each consumer usually present different reactions when subjected to stimuli the same as the cognitive structure, beliefs, values, opinions makes each act differently. The learning process is also another determining factor in consumer behavior, "this process refers to the habits of people and how the stimuli Act on your behavior", i.e. what factors may influence the behaviour of the consumer.

Table 1: X Learning influence on consumer behavior

Learning procedures Influence on consumer behavior
1. reading Print media-the consumer can be influenced through newspapers, magazines, billboards, direct mail, catalogues etc.
2. Audition Electronic media and personal sales-television, radio and the sellers exert a strong persuasion about the buyers.

 

3. Thought Not applicable.
4. Note Testimony-testimony of people or leaders accepted socially is persuasive.

 

5. Experimentation Samples-when the consumer test a sample of a product and like it, it will be influenced for a future purchase.

Source: COBRA (2011, p. 59)

To Kotler and Keller (2006, p. 172) study, understand the client and your behavior is crucial in order to improve customer service, launch new products, reworking the pricing and "ensure that the right products are being marketed to customers right of way ". They claim that the consumer behavior is influenced by several factors; cultural, social, psychological and personal, however, believe that the most influential cultural, because this "is the main determinant of behavior and desires of a person". As a child develops and grows are being internalized the values, customs that are present in the family, at school who frequents, religion and all this will be determinant in the preferences and consumption habits of this as an adult.

Social factors are related to status, family, group of friends, neighbors, co-workers that directly or indirectly influence the attitudes and choices of products or brands. Personal factors also should be considered by marketers, since these are related to the economic situation of the consumer, with the lifestyle, personality, profession, occupation, age, marital status and stage in the cycle of life. The tastes, the products consumed and the emergence of new needs for people will vary significantly according to each of these factors. Finally, the psychological factors; memory, motivation, perception and learning that will determine consumer reactions in front of stimuli and reinforcements are exposed and which will take the decision or not. (Kotler and Keller, 2006, p. 176).

Figure 1: influence factors in the purchase decision process. Source: KOTLER APUD MANN and cross (2006, p. 169).
Figure 1: influence factors in the purchase decision process. Source: KOTLER APUD MANN and cross (2006, p. 169).

Kotler (2009, p. 161) States that:

The purpose of marketing is to serve and satisfy the needs and desires of consumers. The area of consumer behavior studies how individuals, groups and organizations select, buy, use and offer goods, services, ideas or experiences to satisfy their needs and desires.

Still Kotler (2009, p. 40) reports that consumer is one who brings his desires. And it is necessary to work for the profit in your purchase, so the company also get profit.

For the services or products offered meet the needs and desires of consumers it is essential that the consumer behavior and the decision process is studied and used in the strategies of companies. (Pine, 2009, p. 27).

So, Cobra (2011, p. 96), States that the behavioral characteristics of consumers need to be identified; among them should be highlighted: the process and the time of the purchase; How is the level of knowledge of this consumer; socio-cultural habits, the motives and reasons involving the purchase; How often this is performed and what benefits has sought to prefer such a product or service.

Solomon (2011, p. 34) States that most marketers already understand that consumer behavior cannot be reduced only to what happens at the time of purchase, when you exchange the money for the product or service; This behavior must be analyzed as a continuous process, taking into consideration all factors that surround and influence consumers before, during and after the purchase.

5. Sensory marketing contributions on customer loyalty

For more than 35 years Peter Drucker noted that the first task of a business is to create customers. But today's customers encounter a vast universe of products, brands, prices and suppliers for which opt (KOTLER, 2000 p. 56).

According to Kotler (2000, p. 56), customers assess which offer gives you greater value, they form value expectations and act based on it, and the satisfaction and repeat of the purchase will depend on the supply meet these expectations or not.

Customers currently are harder to please, are smarter, more aware about the prices, more demanding, forgive less and are approached by more competitors with equal or better offers. According to Jeffrey Gitomer, the challenge is not to let customers satisfied; the challenge is to win loyal customers (KOTLER, 2000 p. 68).

As Bogmann (2000, p. 21), in the business context, loyal customer is one who is involved, present; you won't change supplier and maintains frequent consumption, opting for a particular organization, always in need of a particular product or similar.

According to Bogmann (2000, p. 129), customer satisfaction is the way to measure the success or failure of the process of customer loyalty. Is the way to know whether or not on the right track, in creating lasting relationships with their clients or not. And emphasizes that the process of customer loyalty is nothing more than the application of strategies to a continuous process, which aims at achieving customer loyalty.

Still Bogmann (2000, p. 84), States that to achieve customer loyalty, the company can work in two directions: have a strong brand that create consumer loyalty and engage customers by service offering.

Gomes and Abi-Sáber (2008, p. 16) reported that the consumer when exposed to emotional differential, is conquered and ends up relating more close and intimate with the product, the brand and the service that consumes, increasing the possibilities for retention and customer loyalty. Emphasize that the client sees, recognizes and identifies with the brands, they should assign emotional inspiration so you will associate brand impressions, inspiring and emotional reactions causing them to consumption.

Yet GARCIA and ABI-SÁBER (2008, p. 17), state that:

The emotional connection is an important strategic element of marketing to conquer and maintain relations between organizations and their customers. Their greatest importance lies in the unique possibility of the company to differentiate themselves and stand out in the midst of a reality so competitive. This emotional bond with the client assigns competitive differentiation at corporates who choose this practice, in addition to your consumer loyalty and provide profitability. To the extent that emotions attach exclusivity to a brand that happens to not compete more with the other, she is unique to that consumer.

Before the above, note that the Sensory Marketing becomes a new tool of Marketing and a strong ally for maintenance and winning customers.

Final considerations

From the present study it can be concluded that marketing nowadays is an essential tool for the maintenance and the success of a company, regardless of what your area of expertise. It is important to the sales process of ideas, concepts and values in the social area; It is important at work and achievement of the employees, as these are keystones to the development of a company and finally and most importantly the marketing is essential in the process of conquest, maintenance and customer satisfaction.

In the face of an increasingly competitive market environment, with competitive products increasingly similar, if not identical enterprises must seek out new ways to keep and differentiate itself in the market, through innovations and unique identity. For this, the focus must not be more on product and Yes on the client.

To meet the needs and desires of these customers who are increasingly demanding and selective, it is necessary to meet your expectations for the product, but mainly, surprise them, charm them; promoting them new experiences and messing with their emotions.

It is in this sense that the sensory marketing arises as a tool of influence on purchasing decisions and, above all, as a powerful tool to gain and retain customers through sensory and emotional experiences that utilizes the experience and the five human senses.

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[1] Students of the postgraduate course in strategic management in communication, Marketing and Human Resources of the colleges Doctum-Teófilo Otoni, Minas Gerais

[2] Students of the postgraduate course in strategic management in communication, Marketing and Human Resources of the colleges Doctum-Teófilo Otoni, Minas Gerais

[3] MSC, teacher Advisor

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