The Starbucks coffee chain has the amazing average of three stores opening daily. It has 5,118 coffee shops in the United States, 68 in Japan, 362 in the United Kingdom, 30 in Saudi Arabia and the numbers continue to add 27 countries and 3 thousand shops. Howard Schultz, head of global business, raised some clues about the growth of the brand, "Starbucks understands the value of providing a constant high quality multi-sensory experience." The multi-sensory experience that relates to the foot makes the combination of elements that increasingly incorporate service areas: incentives for sight, hearing, touch, taste and smell. For Mariela Mociulsky, director of consumer trends CCR group, the incorporation of these concepts in the development of marks is as cyclical as necessary: \u200b\u200b"The growth of culture spa, massage and oils responds to consumer need gratification through all the senses. Is a global trend that manifests itself in every country and every socioeconomic level to its peculiarities. Is not the same the hedonism of the upper class than the lower-middle. "While the products are split into mass functions (creams that make you" feel the silk on your skin "a zero-calorie desserts but like a cake with chocolate and caramel), the consumer experiences the most high profile also points to the multiple sensations. The Faena Hotel & Universe is one of the places where this concept is relevant. Vrljicak Florence, responsible for communication the complex, said: "All the project was fully designed on the basis of the concentration of the senses. Each space is a set: each place has its soundtrack, its particular view and textures to stimulate touch. There are a lot of research behind places. "Among all these stimuli, the first signal received is the smell: the entrance smells like a blend of wood essences specially developed for the site and will soon be on sale in its stores. In the U.S., companies like Synesthetics Inc. is dedicated to the measurement of sensory impact that generic products to consumers. The consultant works for brands of cosmetics such as Revlon and Shida and for food like Kraft. Its strength is relationship between odors and other sensory stimuli of packaging and content. The incorporation of variable fragrance is becoming increasingly important. Martin Bonadeo, BA in advertising, wrote the book "Odotipo natural history of smell and its role in brand identity" (Universidad Austral). He says: "If you take a book of psychological perception, there are manuals, Gestalt school worked hard to the track-one speaks of synaesthesia of all the senses, but in general then forget the touch, taste and smell. Hypotheses I was driving to the book relate to the Enlightenment and rationalism and how it was linking the reason the sense of sight and with man, while the excitement, smell and the woman were linked. Was always considered an inferior sense, but the odors are related much to the identity of things. I noticed the smell that was in retail spaces, is the smell of products that clean the floor. They spend a fortune on lighting, decoration, and leave the smell left to the person who went to the supermarket and choose between pine or lemon fragrance. "In its review of cases shows the Patio Bullrich as a pioneer in search of representation (in this case , class) through the nose. "It was one of the first places to pay attention to the issue in late 80s. The general manager wanted to have a particular smell Mrs. economic level, then found out what was the perfume used by the target and ordered it smells like, "he says. In recent times, various clothing stores (Mary Cher Kosiuko ) incorporated fragrances that relate directly to their premises, looking for a kind of unconscious fascination. Mociulsky provides an example that illustrates this narcotic effect: "There are brands that found that women were almost an addiction to a perfume. One of the first was John L. Cook, who had a distinctive smell. It was unclear why, but the smell was something that encouraged buying. With use, perfume and clothes they needed was going back to buy more. "
