Within 15 years, we will be able to taste and smell movies while we watch them, according to Charles Spence, an academic at Oxford University. Collaborating with blu eCigs, a competitor of BAT’s Vype e-cigarettes, Professor Spence created a ‘sensory cinema’ experiment in north London; some were vapours inhaled through e-cigarettes, while others were food and drink that the audience were prompted to consume at certain moments.
Multi-sensory experiences are a big trend and can make the brand experience more effective and memorable for the consumer. Research shows that sensory stimuli such as flavours, aromas and physical sensations can have a direct emotional response to what we see. With emotion being the most important aspect of the customer experience, let’s think about how multi-sensory experiences could work for our brands!
China is taking a global lead in two areas of innovation: in improving consumer products and the business models used to sell them; and in making manufacturing processes cheaper, quicker and better. Chinese firms now outsell foreign rivals in categories such as household appliances, Internet software and consumer electronics.
China has also been innovating new business models in the advertising industry, which is only one-eighth the size of America’s. While Western online firms generate most of their revenue from advertising, Chinese tech firms have had to find new ways to monetize consumers time spent online. For instance, Tencent (a giant that could potentially rival the likes of Facebook and Amazon) generates 90% of its revenue from online games, sales of virtual items on social platforms and e-commerce. Lessons can be learned from how Chinese firms are able to integrate all of these aspects to create an amazing user experience.