Creating inspiring experiences via sensory marketing

The challenge

A brand owner wanted to understand what it's distinct point of difference is from its competitors whilst creating the ultimate ‘Inspiring Tea Experience’ for its customers.

The client wanted to understand what are the key considerations/opportunities to combine a number of senses via packaging to increase the enjoyment and memorability of the customer experience.

This will not only address the clients immediate need for its live project work streams, but also addressed and provide a platform to instil a level of knowledge to take forward on future work streams and strategic pillars.

The workshop included core packaging and packaging components (provided by the client):

• Carton and/or Tin
• Inner Packaging
• The Tag
• The Envelope

The workshop touched on examples relevant to the company's strategic pillars ‘Premium’ and ‘Health & Wellness’. It’ was agreed that a more holistic interpretation on a wider range of projects would have relevance to its strategic pillars and beyond.

The approach

Professor Cathy Barnes developing a series of podcasts and workshop for the client to address their immediate needs.

The Retail Institute wanted to help the client to build a level of capability to exploit sensory understanding for competitive advantage. The Retail Institute in response to these challenges and to meet the clients objectives delivered a multi-sensory experience series of four podcasts.

The Retail Institute delivered an innovative one day workshop The day was split over the four areas which allowed stakeholders to participate and ask questions to those areas interested to them.

The impact