The effects of sensory marketing on the implementation of fast-food marketing campaigns

Abstract

Mass marketing strategies are failing in how to connect to customers and the need to seek out new concepts of how to reach their target market, and more importantly, how to remain in their minds and become the first and only option is presented. Sensory marketing is an emerging technique which integrates the five human senses in order to crete a total experience which the customer remembers. An investigation of sensory marketing is being undertaken in this research using Au Bon Pain stores in Thailand as a case study in order to demonstrate its effectiveness in the fast-food industry. Au Bon Pain stores in Thailand were investigated using the qualitative approach of triangulation, integrating secondary data provided by the company, an interview with Au Bon Pain management and direct observation of Au bon Pain stores by the researcher. These sources were then compared and used in complementation to provide evidence for this study. The results of this study show the effectiveness of the use of sensory marketing in Au Bon Pain stores in Thailand, through a reported increase in sales and the expansion of the company through new products offered and the opening of new stores. The company has adapted to the local Thai environment and has proven to be a successful brand recognized through the country as a result of the implementation of sensory marketing.