Sensory Marketing Strategies Applied by O’boticário Stores: An Ethnographic Approach

Abstract

Objective: This research seeks to analyze the impact of O’Boticário’s sensory marketing strategies in its stores and points of sale in São Paulo, with the aim of establishing theoretical bases on the subject, identifying and examining specific techniques employed by the brand (such as olfactory, tactile and visual stimuli) investigating their influence on the perceived shopping experience and the consumer decision-making process.

Methodology: The study was conducted through systematic and non-intrusive observation of events, behaviors or phenomena in the environment. For Malhorta et al. (2012), this approach can be considered as ethnography. In addition, the ethnographic technique was complemented by an analysis of secondary data on the internet to gain an in-depth understanding of points of interest observed during the systematic observation study.

Originality: This research presents an original contribution by exploring the relationship between sensory marketing and consumer experience in the context of the largest cosmetics franchise in Brazil, O’Boticário. The study was conducted using an ethnographic approach with observation, allowing for an in-depth understanding of sensory dynamics at the point of sale without interfering with consumer behavior. One of the main methodological differences is the breadth of the empirical sampling, which covered stores located in different regions of the state of São Paulo, including areas with different socioeconomic levels, and contemplating various unit formats – street stores, kiosks, stores in shopping malls, and the brand’s laboratory stores, which operate as experimental spaces for new sensory strategies. This geographic and typological diversity, combined with the qualitative immersion provided by the ethnography, gives the study an unprecedented contribution to the literature on sensory marketing in Brazilian retail.

Main results: Based on research conducted in several O’Boticário stores, important results were identified that demonstrate the effectiveness of sensory and visual strategies in consumer purchasing behavior. Offering free samples during monthly campaigns proved to be an effective tool for transforming the simple redemption of the gift into potential sales of products in the line, attracting customers and encouraging additional purchases. Differentiated lighting, especially in makeup fitting rooms, positively influenced the purchase decision, highlighting the importance of the environment for the consumer experience. Social aspects, such as the posture and positioning of attendants, also impacted the receptiveness and effectiveness of sales, while adapting stores to the regional profile of customers demonstrated strategic flexibility. On the other hand, the air freshener campaign revealed flaws in its execution, with the absence of the product in the environment and little emphasis on communication, which may have hindered its effectiveness, although it attracted a flow of customers to redeem gifts. The visual color strategy, especially during the Lilac line campaign and on special dates, proved effective in encouraging purchases not only of the featured products, but also of related items, reinforcing the role of visual stimulation and thematic ambiance in the shopping experience and in increasing sales. These results highlight the importance of a well-structured sensory and visual approach for the commercial success of the brand's products and services.

Theoretical Contributions: This study offers relevant theoretical contributions by demonstrating how the strategic positioning of the O’Boticário brand in relation to the five senses (sight, hearing, smell, touch and taste) can significantly influence the consumer’s purchasing decision. The research showed that the sensory experience in stores is strategically adapted to the socioeconomic profile of the target audience, varying according to the purchasing power and expectations of the customers of each unit. This personalized sensory adaptation, observed in street stores, shopping malls and kiosks, reinforces the importance of coherence between sensory stimuli and the consumer’s sociocultural context, contributing to the construction of emotional bonds, increased time spent in the store and greater propensity to purchase.