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Respond to the following classmates discussions please.

Student 1:

I visited Five Below which is a discount store that sells products for $5.00 or less. Although, in recent years the products have risen to a maximum of $10.00 each due to our current economical landscape. After speaking with the assistant manager of the store, I found that the price increase is due to the mandated rise in the federal minimum wage. In observing their marketing techniques instore, I realized they have the store separated by products, price, and age. The assistant store manager says that they do this to make the shopping experience more streamlined by labeling each section of the store. This way customers know which section they should head to. He added that if this approach does not work, customers are more than welcome to ask a store associate for assistance.

Five Below uses multi-sensory marketing tactics to promote its brand. Sensory marketing is used to entice consumers by engaging their senses. Humans have five senses: sight, sound, taste, touch, and smell. Of the five senses, smell represents the most powerful sense for creating and retrieving memories as smell is a powerful contributor to product/brand Recall. During its seasonal promotional periods, Five Below will use food vendors to attract customers with smell and taste. Then once the customer comes inside the store, they are greeted by an associate that is performing a demonstration for one of the brand’s many products. Store management says that this is a great way to grab the attention of their target audience which are children and teenagers. They added that with the food vendors, they are able to engage the parents also.

Student 2:

For my assignment I decided to look at Target. Most people are aware of the funny saying when you walk into target you end up always buying more than what you originally went in for. I wanted to look and see what target does to make this happen! When walking through Target I noticed everything was very well organized. One thing that stood out to me is that the items were places with other products that were aesthetically please together. They way the products looked good together made me walk over and check out these items I knew I did not need. There is never any music play through the store. The lighting throughout is very bright and the aisle are organized in either horizontal or vertical sections. Target is known for its red and white colors which the store on the outside of the walls and signs are all in these colors. However, the red colors do not take away from the merchandise being sold. I noticed a lot of customers were just walking around and seemed very calm doing so. I was not able to interview anyone however, I did over hear lots of people saying they did not need this item but put it in their carts any ways. The store was organized with large signs stating what each general section carried.

The one section I looked at closely was the $1,$3, and $5 section. This is right when you walk into the location and has various decorations showing this is a cheaper section in the store. There were many signs stating the prices. I believe they purposefully put this right when you walk in because the items are cheap and will grasp your attention. The objects were again, placed aesthetically pleasing as well as having products catered towards various age groups. This section changes through out the year by selling products that go with either the holidays or season that it currently is. This section was quiet crowded and required me to wait around to take some photos with nobody in them. I would say this is a hit section for consumers!

Sensory Marketing
Alessandra Guglielmo
Lynn University
Sensory Marketing
• Sensory marketing involves appealing to consumers’ senses to appeal to
them allowing consumer decision making to buy products.
• Hearing, vision, touch and scent are some of the senses appealed to in
marketing.
• In this presentation, I compare “Macy’s Store” and “Saks on fifth Ave
store” both on Boca Raton Town Center Mall for their sensory marketing
Macy’s Store
Audio- Smooth and soft music
Visual- intentional color mixing,
lighting,
Display- product arrangement, client
interaction
Macy’s Store
✓ The promotion of products is intentional
✓ Price drop is advertised at strategic locations that
are visible
✓ The print is in visible font and contrasting
background
Saks on fifth Ave store
Exposure
Color
Lighting
Saks on fifth Ave store
✓The product promotion has also been
amplified on Saks on fifth Ave store.
✓The sign indicating a price drop has been
strategically put on the aisle
✓The contrasting and large font allows for
easy reading by consumers promoting
impulse buying
✓Consumers’ sense of touch is appealed to
because they are able to touch some
products
Comparison
Similarities
• In both stores, the promotion of items is
clearly indicated by conspicuous signs
indicating price drop
• Lighting has been used in both stores to
appeal to consumer’s visual senses
Differences
• Saks on fifth Ave store has invested more in
product exposure, especially allowing
interaction with the products because it
targets high-end clients that prefer
comparison of products
• The space at Macy’s is relatively smaller
• Different colors have been used in both
stores to attract clients’ attention to different allowing limited interaction of the clients
with products.
products

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