10. One complementary application of neuro-marketing is sensory marketing.

It
consists in attracting customers, retaining them and placing them in the best
possible disposition to buy, by trying to appeal directly to one or several of their
senses. Here is an overview of the main applications of neuro-marketing and
sensory marketing:
Neuro-marketing to improve communicationOn top of advertising, neuro-marketing studies can also prove useful to improve
e-communication and m-communication. They are frequently applied to improve
the user-friendliness of Internet sites, blogs The same is true for the creation of
viral films aimed at social or community networks.
Neuro-marketing in BanksCreation of sensory brands:
Creating a truly attractive brand is no easy task. To do so, the brand should
convey the impression that it does not merely offer something but that it aims to
help you experience something. It should produce enough affection to make
consumers come to its points of sale, buy its products, listen to its
communication. To develop loyalty among customers and become indispensable,
brands are resorting to sensory marketing on an increasingly frequent basis.
The sensory policy of a brand transforms the customers experience into
emotional and affective dependency, as it creates harmony between the
different senses, which experts call sense congruity. All sensory effects
emanating from the five senses seek to correspond to the positioning chosen by
the brand as is the case for Nature et Dcouvertes or Abercrombie & Fitch.
Sensory marketing in retail:
Large retailers use sensory marketing on a relatively big scale. These organized
stimulations of our senses are by no means innocent. They can lead to a
significant increase in purchases above 20%.
Sales force efficiency reinforced by neuro-marketing:
In many sectors of activity, successful companies use their knowledge of how the
brain works the salespeoples and customers alike - to improve the sales
process. Advice and training courses drawing directly from the principles,
methods and techniques of neuro-marketing are offered by experts in
intelligence ergonomy. Concrete applications are becoming increasingly
popular such as the method created by neurosurgeon Patrick Georges and his
partners at Net-Research in Europe, and that developed by Renvois and Morin
in the US.

Banks know that value of money and notion of risk are entrenched within
us before age of 16. Some private banks provide classes to rich children
from the age of eight. The education received by each social class is easily
identified.
Banks use neuromarketing to see, whether customers have trust in their brand and how
customers use their website.

Example: Between 2005 and 2010, Hamburger Sparkasse disclosed its customers bank
account data regarding incoming and outgoing payments to customer consultants on a
regular basis. In addition, the bank used customer, sociodemographic, account balance,
and product use data to create personality profiles of its customers. For this purpose, the
bank made use of modern neuromarketing and brain sciences techniques. The customers
were classified in different categories, such as adventurer or connoisseur." Based on
this information, the bank extended custom-tailored offers to its customers