Coherence is Still Key: A Retrospective
A small retrospective into the SENSANALYSIS archives...
When Barbara Busch founded this company in 1984, she was looking for better ways to express the importance of scent coherence in a brand's success, an innovative thought at that time. Her assistant, married to an artist, came to work one day with this little comic-story! Since then, this illustration has stayed in the company’s archives.
Mr. Brand enters the shop with a new product and all his pride of a great marketing story, hoping to impress consumers.
1st scenario “POS Disappointment”: Mrs. Consumer enters the shop, and is attracted by the new product. She sniffs, but is disappointed because the scent is not what she expected it to be… so she will not purchase it.
1st learning: The best marketing ALONE cannot succeed.
2nd scenario “HOME Disappointment”: Mrs. Consumer enters the shop, and is attracted by the new product. She sniffs, and the scent is what she expected it to be or is even better, so she purchases it. She uses the product at home, but is disappointed because the scent doesn't meet expectations during usage…so she will not re-purchase it.
2nd learning: A nice scent at first sniff is not enough.
3rd scenario “DELIGHT”: Mrs. Consumer enters the shop, and is attracted by the new product. She sniffs, and the scent is what she expected it to be or even better, so she purchases it. She uses the product at home, and the scent develops as expected or becomes even better during usage…so she will re-purchase it.
3rd learning: Repurchase is the first step to becoming a loyal consumer.
The last scenario is the GOAL: A great marketing story is supported by an excellent and coherent product scent at POS (1st sniff) and in-home usage!
This story board shows how some ideas just don’t fade with time. SENSANALYSIS continues to operate with the viewpoint that multisensorial coherence is important to a product's success. We help our clients identify new ways to better meet consumers' expectations by evaluating product coherence at all touchpoints.