Taste Marketing Has Flavor.

Walking into the Wangfujing APM shopping center in Beijing, the faint fragrance comes to us. We can not help but start looking for it four times, but we can't see any perfume shop anywhere. I think the fresh smell is permeated in the air.

After careful observation, it was discovered that the logo of "China's first aromatherapy mall" was quietly printed on the glass doors and shopping malls of Beijing APM.

It turned out that Beijing APM used the central air-conditioning fresh air system to add natural aromatherapy so that customers could smell the unique flavor of Beijing APM as soon as they entered the shopping mall.

Beijing APM's floor service desk is also placed on a large plate, which is a narrow paper fragrant article for customers to take, one smell, this is indeed the taste, the touch of bergamot is refreshing.

Beijing APM, located in Wangfujing, uses the flavour from Singapore APM.

Actually,

Gustatory marketing is a marketing way that attracts consumers' attention, memory, identification and ultimately consumptive with specific odors.

According to scientists, the memory of smell is longer and deeper than that of other feelings.

The delightful sense of smell, distinguished from vision and other sensory experience, has a unique marketing effect.

It should be said that the innovation demands of businessmen and the efforts in differentiating marketing methods are the reasons for the emergence of taste marketing.

This is a media advertising, outdoor advertising, shop posters continue to impact on consumers visual age, people's vision has long been tired, the smell of this new brand can play a unique effect.

The analysis of Beijing APM's application to taste marketing is related to its location change and image reshaping.

Since 2008, Wangfujing new Dongan market has changed its name to become Beijing APM. The store has made a continuous adjustment to the store and brand combination. It has introduced C&A, Sephora, Uniqlo, Zara, GAP and other young people's favorite brands. The development strategy of attracting local tourists with young and fashionable positioning is becoming more and more clear, and the passenger flow has increased by 40%.

The application of aromatherapy in the shopping mall began in 2010, which impressed every customer who walked there, and immediately felt a different new Dongan square and a brand new Beijing APM.

Arousing the consumer's sense of identity is the key to taste marketing.

By distributing a unique fragrance to enhance customer's store experience, this unique odor is blended into the brand, setting up another kind of olfactory recognition besides visual recognition, thus imperceptibly creating a kind of memory.

Smells, light flavors, like labels, make consumers think of a particular brand when they smell it.

Singapore Airlines is a successful example of using taste marketing.

A special fragrance can be found on Singapore Airlines flight. They come from the perfume smell of the stewardess and the corners of the whole cabin.

The special flavor called "StefanFloridian Waters" has become part of Singapore Airlines' image and has been registered as a unique trademark.

It seems that with good taste marketing, businesses need to continuously strengthen themselves to build brand image and a special smell.

Of course, taste marketing is only a marketing means, and any marketing means needs the support of the product itself.

Consumers smell fragrance and stop to smell fragrance, but they are curious about the fragrance. But if the businessman or product that provides this pleasant smell is not satisfactory, it is hard to win the trust of consumers.

Back to the beginning of the Beijing APM, if we only emphasize the concept of "China's first aromatherapy mall" instead of focusing on the adjustment of the internal business structure, the combination of fashion brands and the upgrading of other service details, then the attraction for the local passenger flow is bound to be unsustainable.

Taste marketing, a new marketing method, is being applied by more and more businesses and enterprises. The change brought about by it is worth looking forward to.

Maybe one day, different stores will have their own flavor, and you will enjoy shopping there because they like the unique taste of a certain shopping mall.