Uphando luthi sirekhoda i-2% yento esiyivayo, i-5% yento esiyibonayo kunye ne-35% yento esiyiphunga. Ivumba ngokungathandabuzekiyo linomthamo omkhulu wokuvuselela iinkumbulo kunye neemvakalelo kwaye ngakumbi nangakumbi iibrendi zithatha ithuba lokubakho njengeqhinga lokuthengisa. "Isetyenziswe ixesha elide, nangona isifundo sayo sezemfundo sisandul 'umva nje, sihlalutya impembelelo enaso kwisicwangciso," kusho uFrancisco Torreblanca, uprofesa kwi-ESC Business & Marketing School. Sonke sichonga iphunga njengekhofi, incwadi, imoto entsha ... "Zisengqondweni yethu kwaye kukho ukuvumba okusenza sibe mnandi," uyongezelela.
Ngaphandle kokuba yinto engabonakaliyo, iphunga lisinika ulwazi oluninzi kwaye lisetyenziswa ngokuqhelekileyo kwiindawo zokuthengisa, nangona abathengi bahlala bengayiqondi.
Ngokomzekelo, iphunga le-chewing gum kwivenkile yokudlala, i-suntan lotion kwi-arhente yokuhamba kunye ne-redbull kwii-nightclub. Yaziwa licebo lobuvulindlela leDisney kwiipaki zayo zemixholo apho ngokusebenzisa ezinye izixhobo ikhupha ivumba lepopcorn esanda kwenziwa.
“Ivumba liyakwazi ukwenza umntu azive engowakho, kwaye ukulungele ukuthenga,” ugxininisa uTorreblanca. Ngokomzekelo, xa ufaka i-Burger King usebenzisa inyama eyosiweyo okanye ikofu kwi-Starbucks, "kwaye elo vumba liphuculwe." Unjingalwazi, okwangumlawuli weNtengiso yaseSinayi, ugxininisa ivumba elikhethwe yihotele yaseSwissôtel ukuchonga uphawu lwayo. "Iihotele zabo zinuka imali, bazi kakuhle ukuba yintoni injongo yabo yoluntu, kwaye baye baphumelela kakhulu."
Kubaluleke kakhulu ukuba kuthathelwe ingqalelo olu luntu ukuze kuphumelele isicwangciso sokuthengisa se-olfactory, kwaye "kufuneka kubekho ulungelelwaniso lobuchule lokufuna unxulumano phakathi kwesiqholo kunye nexabiso le-brand", utitshala uyacacisa. Ngokomzekelo, i-brand ye-Eli shoe, xa ikhetha iphunga layo, ikhethe i-perfume yelinen, enye yezinto ezisebenzisayo kwaye ihambelana nekhaya.
I-Torreblanca iphinda ikhumbule ukuba isicwangciso sokuthengisa se-olfactory sifumana amandla xa sidityaniswa nenye ingqiqo. “Ukuba uva into ethile uze uyithande imnandi. Ivumba linokuba ngumkhokeli weqhinga elilungileyo”, uyongezelela. Ekuqaleni kwe-2008, i-Catalan Socialist Party (PSC) yazisa ivumba, iqela lokuqala ukuba libe ne-perfume yalo. Ngamacembe eDamasko, ijolise ekukhuthazeni ukucinga nokuqonda. Umakhi weli qhinga nguAlbert Majós, umsunguli weTrison Scent, owayekade ezama ukunika iBarcelona iphunga, ngaphandle kwempumelelo eyafika kamva kunye ne-PSC. Ukusuka apho waqala ukusebenzisana neqela le-Inditex kwaye sele sele kukho iinkampani ezininzi eziza kuye ukubeka iphunga kwi-brand yazo.
Ivumba lingadityaniswa nezinye izivamvo ukwenza ikhonkco leemvakalelo
“Sisekuqaleni ekuqaleni kwentengiso yevumba. Ivumba elimnandi linokudlulisa onke amaxabiso owafunayo, utshilo uMajós. Ewe kunjalo, "kubalulekile ukwazi ukuba awukwazi ukufumana ivumba lokuhambisa umyalezo ofanayo kuye wonke umntu kuba amavumba anxulumene nobomi bomntu ngamnye".
Oko kuthethiweyo, zininzi iibrendi eziza kule nkampani ukuza kufumana ivumba labo, elibachongayo ngexabiso labo kwaye libavumela ukuba bazibeke ngcono kwaye bathengise. “Izinto ezintle zinxulunyaniswa nevumba elimnandi ukuze ukwazi ukuzinxulumanisa kakuhle,” uyongezelela.
Ukufezekisa esi siphumo esihle, kuyimfuneko ukudibanisa umsebenzi wabaqholi kunye nabayili begraphic. “Ngokuqinisekileyo ndiyawazi amaxabiso ukuba kamva ndiwaguqule abe ngamavumba. Kukho iintsapho ezinukayo kwaye siqhuba ucweyo kunye nomxhasi ukuze umntu oqholiweyo akwazi ukubakhokela”, ucacise watsho umphathi weTrison Scent. Basebenza ngaphezu kwayo yonke into kunye nelizwe lefashoni, iihotele kunye neshishini leemoto, kulapho ukuthengisa olfactory kusetyenziswa kakhulu, kodwa "sisebenza kunye neziyobisi ze-oncological".
Ukufezekisa izithuba, iteknoloji ye-nebulization ingasetyenziswa. "Ivumba elimnandi lisuka kulwelo liye kwindawo enegesi, lisasazwa ngokulinganayo ngemijelo yokupholisa umoya okanye ngezixhobo ezizimeleyo," utshilo uMajós, okhumbula ukuba "into ebalulekileyo kukuba xa ungena esikhaleni ubamba ivumba elinjalo. indlela ohlala ngayo ufuna ukuvumba ngakumbi. ”
I-Nebulization, ukugqithiswa kwamavumba ukusuka kulwelo ukuya kwindawo enegesi, bubuchule obuthandwa kakhulu
Enye itekhnoloji kukusasazwa okomileyo, "kunye nee turbines ezincinci ezivuthela iipolymers kwaye zithumela umoya onukayo," utshilo uArnaud Decoster, umseki kunye ne-CEO yeSensology, inkampani ekuphela kwayo eSpain esebenzisa olu hlobo lobuchule.
“Yenza iimvakalelo”
I-Decoster yasebenza ngaphambili kwintengiso yokuthengisa, igxininise kakhulu kwizenzo ezibonakalayo, kwaye yaqonda isidingo sokusebenzisa ingqiqo yokuvumba, "ukudala iimvakalelo". Eminye yemisebenzi yakhe ihamba ngokunika ivumba leziganeko. Umzekelo, yabeka ivumba kwi-Bayer stand e-Ifema. Kwaye ngezinye izihlandlo, izicelo ezingalindelekanga ziza kuye, ezifana nokukhangela iphunga kuluntu lwabamelwane "ukunciphisa ukuxhatshazwa kwiintlanganiso kunye nokuphumla abantu."
I-Sensology ineziqholo ezingama-40 ezikumgangatho ophezulu, nangona abanye abathengi bayo bejonge ukwenza ezabo. Xa oku kusenzeka, uye athande ukuba iibrendi zitshintshe ivumba lazo ngokuxhomekeke kwixesha lonyaka, kanye njengoko kusenziwa ngeefestile zevenkile.
Emva kobhubhane, u-Arnaud Decoster uthe zininzi iibrendi ezisebenzisa ivumba elimnandi ukunika abathengi "imvakalelo yokhuseleko kunye nokuzola."
