Rafael del Molino

Rafael del Molino

CEO and Founder at 2Shapes

How does Neuromarketing work in Luxury Jewelry?

Neuromarketing is a field of commercial marketing communication that applies neuropsychology to marketing research, studying the sensorimotor, cognitive and affective response of consumers to marketing stimuli. Neuromarketing seeks to understand the logic behind how consumers make purchasing decisions and their responses to marketing stimuli in order to apply those learnings to the marketing arena.

Luxury Jewelry Neuromarketing

Luxury Jewelry sales do not depend on market demand, nor do they pretend to respond to consumer needs. Jewelry generates desires, creates emotions and sells dreams. Neuromarketing is in charge of profiling these emotions and creating engagement in the consumer’s mind to choose a certain brand, depending on how it appeals to their feelings.

In luxury jewelry – in the luxury sector in general – the rational logic of high consumer demand marketing does not apply. Jewelry responds to experiential marketing. The intangible world of emotions.

Luxury jewelry brands have the desire to make your dreams come true.

The motivation to buy high-end goods is based on the emotional implications and the image of status that luxury goods project on the person who can acquire or own them. Luxury is about selling the dream of being a beautiful and successful woman or man. Luxury brands sell authentic lifestyles.

Unlike the consumption of costume jewelry, in luxury one, customers are not looking for value for money. What they really want is the added value and exclusivity that jewelry brings them. We are talking about status, exclusivity, prestige and distinction.

Neuromarketing tools for your jewelry store

1. Sell your jewelry exclusively!

Sell your jewelry exclusively! Personalization is a good way to do it. You must find your Unique Selling Proposition and achieve it. We have an innate yearning to give a little bit of influence over the world. People simply want to have things that are tailored to their personal needs and interests. In essence, personalization is an important factor when it comes to putting a product or service out there.

2. More options? More risk of dissatisfaction

Too many choices confuse. And a confused mind doesn’t buy. Personalization eliminates the stress and pitfalls associated with too many choices by leaving the consumer with a solution that is specifically and purposefully tailored to their needs and wants.

When you are evaluating all the options, you will have a hard time deciding between one or the other. And when you have made up your mind, you are still left with the question of whether you could have chosen other options that are more satisfactory or more suitable for your case. Therefore, you are not completely 100% sure that you have chosen the best option.

3. Smell

The smell is important if we want our store to be remembered.

Humans are able to recognize approximately 10,000 different odors and, most remarkably, we can recall odors with 65% accuracy after one year, in contrast to only 50% of images after three months. -Sense of Smell Institute.

But not only does it affect memory, it also affects purchasing decisions. Because it is very emotional. Smells alert us, make us flee or attack, connect us to moments in our past and make us relive feelings and emotions.

Scientific studies show that aromas connect with our unconscious and activate emotions and instincts that influence our mood and this happens long before we can perceive it. Instincts and emotions are the reason for 90% of the purchasing decisions we make.

Preferably customers like it when it is neutral but with a characteristic touch that goes with the essence of the brand. If you create a scent for your jewelry stores, you will be able to position yourself in your customers’ minds every time they smell a similar scent. A scent diffuser can be your great ally!

4. Music

It is a well-known fact that music is a conditioner of psychoanalytical processes and therefore becomes a key element of marketing. Music can reinforce this feeling that we pursue with light and smell. In supermarkets, for example, if Italian music is played, more Italian food is sold.

For your jewelry, we recommend relaxing music always controlled at a soft volume that does not disturb. Jazz music or quiet backgrounds of acoustic versions can be a good choice.

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