At the end of this chapter, you will know how to deliver the right sensory mix for each target customer. We dig into the intriguing world of touch and texture with La Favorite, and participate in the launch of new personal care services. You will design the perfect consumer experience, following the example of Blacksocks.com. And a framework will be given to effectively evaluate consumers' sensory profile and propose the winning sensory mix.
IntroductionIn this chapter, we show how to design the right sensory mix for a product or service. In Sect. 4.2, we analyze the reasons that make consumers switch to a competitor with the hair case. The outcome leads us to explore the world of touch in Sect. 4.3. We learn the importance of textures in the consumer experience with Blacksocks.com and La Favorite. Winning firms are going the extra mile and provide consumers with useful tips, thus becoming their health, well-being, and lifestyle companion, as we demonstrate in Sect. 4.4. The key is to design the right sensory mix for each consumer group or to identify the best-suited target group for a given product, as we study in detail in Sect. 4.5 with the launch of new personal care services (Fig. 4.1).
What Makes Consumers Switch to Another Product?The Hair CaseLet us explore what makes a consumer switch to a competitor. With the hair case, we evaluate the respective role of price, consumer requirements, and recommendation in a consumers' decision to change supplier.D. Derval, The Right Sensory Mix,