What are the different touch points on the fragrance market?

A touch point is an influential action initiated by a packaging, a communication or a sensory interaction. We can define it as a message that literally « touches » a customer in some way. It’s a way to create the customer’s experience.

For the fragrance market, we can define tree touch points: communication, distribution channel and packaging.

The first touch point that we can identify is the communication campaign. Indeed communication in this market is very important because it influences largely consumer’s choice. Communication is done both through TV commercials, advertising campaigns but also displays in magazines. This is the first touch point with customers because they are often influenced by what they see on TV or by who represents a brand. With a good communication campaign brands can reach different consumer desire and then guide then to the different point of sale. 

Once the purchase is aroused the customer have to choice a point of sale, which could be selective retailing channels or supermarkets. Here is the second touch point, because the customer is looking for a certain type of service. In selective retailing channels customers are looking for some customized advices. They want a perfume that corresponds to their age or their personality. Because of the communication campaigns they often have an idea of what they want but they need the help of adviser to make the good choice. That's why it's really important to establish a sort of "identity card" for each perfume in order to fit with customer needs.

Last but not least, customers are a careful look at the product packaging. Before the scent, the packaging is the first thing seen by the consumer, it should reflect the image of the brand and the quality of the perfume. The packaging seems increasingly influence the choice of people in fragrance. The smell is not enough, either for personal purchase or gift.  According to some professionals, the chosen color is also important because it sends a message to consumers: orange for the vitality and energy, black for elegance, gold for glamor and silver for power. Professionals then emphasize their efforts to best match the target consumer choice. And when year’s end celebrations are coming, they create limited editions or collectors small box to awaken to new consumer interest.

So we can say that choosing a perfume is not really a rational choice but a choice based on senses and emotions.

Article posted by Johanna