experience through senses

8/11/2019 Experience Through Senses

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See. Hear. Smell. Touch. Taste.Believe…

Copyright © 2006 by McDaniel Consulting Ltd.

Mandarin Oriental Miami



times are changing.



quality products+

competitive pricing

+service≠

differentiation



quality products+

competitive pricing

+service=

cost of entry



it is no longer enough …

Sou rce : Red CM a rketing , IXMA –Inte rnation a l Expe rien c e Ma rketing A ssoc iation, Ma rtin LIndstrom

to meet the needs ofyour customers.

to deliver on time with

a smile.

to just say who you are.

to make promises.



the new economy is the experience economyand the criteria for success is very different.

experiences are staged.they are personal.

they are sold by stagers.they are bought by guests.they are differentiated by sensations.

Sourc e: The Experienc e Ec ono my, Josep h Pine, Jam es Gilmo re



nothing is real until youexper ience it.

Source : Red CM arket ing



what are your customersexperiencing?

are the experiences planned orstaged?

does everyone know their role?is everyone reading the samescript?

does your experience awakenthe senses of smell, taste, sight,

feel and look?

Source : Co l in Sha w, Build ing G reat Custome r Experienc es



senses play a critical role in

helping consumersunderstand andinterpret their

experiences.

Source: Jam es Pasche l, PHD Moving Beyond the C of fee, Bread & Cho c o la te Parad igms



what does your brand…

smell like?sound like?feel like?

Sou rce : Ma rtin Lind strom , Brand Sen se, LoveM a rks

the senses are portals

to our emotions.

sight, sound, scent,

touch and taste…frompackaging to music,from an intangible

“feel” to the shoppingexperience.



we’re at our mosteffective and receptivewhen using all five senses.

but most brand-buildingexercises only utilize sightand sound to get their

message across.of the five senses, sight isthe most important,followed by smell.

touch is ranked lowest.

Sou rce : Ma rtin Lindstrom , Bra nd Sen se



Mandarin Oriental Hotel Miami

a multi-sensorial experience



we are hard-wired for multi-

sensory inputs.

the human brain has

evolved to code andinterpret complex stimuli.our experiences are

stronger, richer and moresatisfying when we arepresented with variety:

images, colors, sounds,tastes, smells, touch,language, emotion.

Sourc e: Universi ty of Toronto , Dep artme nt o f Psyc holog y



sight

sightn – ability to see;

vision

The Mandarin Oriental

Miami has created afeast for the eyes, whichis the most importantof

all five of the senses.

Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.



a breathtaking wall of multi-levelfloor to ceiling windows provides an

unobstructed view of Biscayne Bayand the Financial District.

furniture is a mix ofmodern and Art Deco, with an

Oriental flare.

décor includes carefully selectedmuted tones to calm and relax.


guest rooms have 10-foot ceilingscombined with warm colors, which

makes them feel spacious andrelaxing.



the signature restaurant,Azul, has a magnificent white

marble open kitchen and raw bar.

floor-to-ceiling windows showcase

the picturesque bay views.

the spa has a glass elevator thattransports guests to what feels like

another world. the combination of

east and west makes the tranquilsetting a sensual paradise.




smell

smell vb smelling, smeltor smelled. to perceive

the scent of (asubstance) with thenose.

the Mandarin OrientalMiami uses the subtlesense of smell toenhance the guestexperience.


th l bb l ith



the lobby welcomes you withan aroma that immediately

soothes and relaxes.


the spa smells of a rich,deep, tropical aroma of

full-throated flowers andwoods.

meeting rooms areinfused with softcitrus scents.

washrooms offerbeautifully scentedMolton Brown soaps andlotions.



Source : McDa niel Partners primary resea rc h, Mand a rin Orienta l we bsite a nd o verview pa c kag e.

“sm e ll is und e r-le ve ra g e da nd b ec a use o f theo ve rlo a d o f sig h t a ndso und , p e o p le a re m o rerec e p t ive a nd m o rese nsitive to

c omm unic a t io n v iascent.”

Ingo Schweder,Director of Spas,Mandarin Oriental

d



sound

sound n anything that

can be heard; noise.




what sounds areassociated with thebrand?

just remember to makeit slow.

the slower the music,the more peopleshop. the faster

the tempo,the lessthey spend.

Sou rce : Bra nd Sen se, Ma rtin Lindstrom



in the lobby a collection of Asian-inspiredmusic calm and nurture the senses.

the spa uses custom designed and

sequenced music – a signature sound.guest rooms are equipped with high-endBose Wave sound systems.

meeting guests hear the melodioussounds of Tibetan Spa Chimes to signalthe end of breaks.

a sample of relaxing Zen-like musicplays as you open the web page, whichengage the ears.


t t



taste

taste n the sense bywhich the flavor of asubstance isdistinguished by thetaste buds.




soothing ginger tea is pouredat the start of luncheonmeetings to calm and aiddigestion.

the signature restaurant, Azul,blends Latin flavors with Asian,new Caribbean and classic

French influences.

guests are treated to the anexotic “amuse bouche”

compliments of the chef.

exotic chocolates and trufflescompliment the meal.




The truth of a thing isthe feel of it, not

the think of it.

Stanley Kubrick

touch



touch

touch vb to cause orpermit a part of thebody to come into

contact withsomeone orsomething.


furniture is comforting and luxurious to the touch with



furniture is comforting and luxurious to the touch withnatural cottons and sumptuous silks.

chilled ‘oshibori’ towels are provided at theconclusion of meeting luncheons to increase energyin the afternoon.

the private beach welcomes with white-cushionedday beds and cocooning hammocks.

guest rooms offer weighty,plush robes and slippers.

the spa provides exotictextures – bamboo, ricepaper, glass and naturallinen.




the multi-sensorialexperience

= a unique sense

of place

The

MandarinOriental

Miami

experience through senses

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