How to connect with the customer senses?


During the last two decades, wine marketers have been building expertise in reaching consumers through the five senses. Many wineries have created tasting rooms, running wine tastings and they have developed a direct relation with the professionals meeting them in the wine fairs organized around the world. It exists some beautiful experiences to run in Bordeaux chateaux and Tuscany tenute where hospitality and wine experiences are proposed to visitors. Most of the time, it is the entrepreneur intuition of many small growers that brought them to take advantage of a basic sense-based marketing approach. Sensations help determine the decisions wine customers make, then, wine tasting is the best way to understand what are the preferences of a customer. Does it mean that we are done with a customer experience? A place, a producer, a wine and a memorable wine tasting (hopefully) are they enough to encourage the wine lover to buy wine?

Research have demonstrated that consumers don’t perceive the experiences they run as marketing messages and therefore don’t react with the usual resistance to ads and other promotions. In the other side, many companies remain already focused solely on visual attributes and packaging – especially in Italy. They give little thought to sensory marketing and its effects on the own customer. Label seems the priority on interactions while communication with customers is essentially a storytelling monologue guided through press relationship, articles and promotions. Most of the time multidimensional conversations are not stimulated and the IT support investments ridiculously minimized. Such conversations should be at the center of the wine company marketing strategy. Every consumer company should be thinking about design in a holistic way, using the senses to help create and intensify the domaine brand awareness that consumers will cherish and remember.