http://retailgeek.com/2009/03/13/microsoft-returns-to-retail-blogosphere-already-assumes-it-will-fail/ ramblings about retail customer experiences Thu, 04 Feb 2010 16:35:20 -0600 http://wordpress.org/?v=2.8.4 hourly 1 http://retailgeek.com/2009/03/13/microsoft-returns-to-retail-blogosphere-already-assumes-it-will-fail/comment-page-1/#comment-146 Harald H Vogt Fri, 13 Mar 2009 13:13:03 +0000 http://retailgeek.com/2009/03/13/microsoft-returns-to-retail-blogosphere-already-assumes-it-will-fail/#comment-146 Sensory Branding is right on -- and there is a whole industry out there that would be able to help Microsoft. Take a page from Samsung's book, they added a scent to their brand identity and release it in their Samsung Experience showrooms. Adding the same scent to printed material & packaging is only a small (and very feasible) step further. Think about it, 80% of all consumer-targeted communication is audio and visual -- addressing the consumer's sense of smell would be "doing the unexpected", surprising and entertaining as well. Means: Getting attention in an otherwise cluttered environment. Sensory Branding is right on — and there is a whole industry out there that would be able to help Microsoft. Take a page from Samsung’s book, they added a scent to their brand identity and release it in their Samsung Experience showrooms. Adding the same scent to printed material & packaging is only a small (and very feasible) step further. Think about it, 80% of all consumer-targeted communication is audio and visual — addressing the consumer’s sense of smell would be “doing the unexpected”, surprising and entertaining as well. Means: Getting attention in an otherwise cluttered environment.

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