Launching a physical store : Kave Home’s sensory marketing strategy
TMM Group have designed a sensory marketing strategy for Kave Home’s first physical store, located in Barcelona. TMM Group represents Waapiti, Sonatsounds and BeAromic brands and introduce themselves as a specialist in technology, digital media and sensory marketing technologies.
Kave Home are part of Julià Grup, a Spanish furniture company working and providing furniture and decoration for any space and environment since 5 years ago. Earlier this year, they took the leap in the retail industry, and nowadays they are a benchmark in terms of omnichannel.
With a presence in more than 75 countries, Kave Home opens its first flagship store -Avinguda Diagonal 488. Together with Kave Home, we build the sensory marketing strategy of the brand in the store. We include digital media and sensory marketing solutions to improve customer experience and to reinforce the brand.
Who’s Kave Home?
The brand was born in a different way than most companies: from digital to physical store.
- 2013: started to sell in France
- 2015: hits Spanish market
- 2016: the sales doubled this year and the team specializes
- 2017: hits Italian market
- 2018: hits Dutch market
- Nowadays: online shop available in France, Italy, Holland, Belgium and Spain (they expect to open in Portugal and Germany)
Musical identity: the fundamental issue in the sensory marketing strategy of Kave Home
From the beginning, Kave Home wants to focus on music in its brand strategy. Kave Home wants to create a good experience in the physical store, and simultaneously to strengthen its identity through its musical concept.
Sonatsounds, a background music service, have developed a tailored in store music for Kave Home’s store. On the one side, Sonatsounds have designed a tailored musical concept based on indie-pop style, feminine, positive and current.
Furthermore, we have adapted this concept to their needs. So, schedules depend on time slots, visitors, tempo and rhythm. The main objective is to provide to the brand a unique musical personality. In this way, clients identify themselves through Kave Home’s music.
Music contents are played by Sonatsounds music player. A small dimensions player that works offline, so downloaded content keeps playing on schedule. Music updates are made online, avoiding that any employer have to manipulate the player.
As a new service, we have designed a playlist that can be shared in Kave Home’s social media profiles. In this way, it will be possible to take at home Kave Home’s music. This marketing initiative strengthens relationships between the brand and customer and reinforces musical brand’s identity. This playlist will be updated monthly with the latest hits that are still playing in the background in store music.
Digital signage and content
Kave Home digital signage strategy is based on quality content and attractive claims in the display window. These content help to claim traffic into the store. Once the customer goes into, the objective is to create a continuous dialogue with clients to generate a good customer experience.
Waapiti had implemented a digital signage circuit in different strategic space in the store:
- Display window: high brightness LED display. It highlights promotional content and new launches. The objective is to attract the customer into the store.
- Exhibition area with promotional products: in this case, they highlight two screens: a LED is integrated into the column and vertical screen in the basement floor.
- Cash boxes: a large horizontal screen behind cash boxes with the aim of making branding, to increase traffic to the e-commerce and to discover new furniture collections.
Content are designed according to communicative aim in each screen. They combine different types of content like promotions, campaigns, products, launches and graphic material.
Waapiti platform allows managing audiovisual content. And also, it allows knowing players’ status through alert system.
Scent marketing strategy
BeAromic worked to create the best scent marketing experience in Kave Home’s stores. First of all, they designed the odotype, and then they implemented it in the store and in the future, the will sell them as an olfactory merchandising.
They designed a new olfactory concept where they combined modernity, nature and the warmth of the brand. BeAromic perfumers created different olfactory ideas and finally, the have chosen “Elegance pour Kave Home”, a mixture fruity and floral essence.
The second step was the diffusion of the fragrance in the store. This is very important because it is necessary to have a successful installation to ensure that the fragrance is perceived in the correct spaces. They work meticulously to adjust the intensity levels in order to obtain the correct feeling: a delicate, warm and modern scent.