A Study on Sensorial Marketing with Biometric Technology

Abstract

Recently, the wearable device combined with smart devices are being popularized through the health-related industry and the contents by being combined with biometric technology. Combined with current and expected ubiquity and pervasiveness of connected smart devices it gives ground to application in many areas, including marketing. In addition, the biometric technology has potentials to be used not only in the personalization marketing but also in marketing area such as promotion, brand management, etc. It is used for the service that recommends the product by measuring the characteristics such as consumer's preference, etc. using the facial impression analysis technology and the eye tracking technology is being applied to the marketing area such as homepage, product display, etc. The potential of biometric technology and body sensors for context relevant, personalized, real-time, interactive communication with consumers and shoppers is seen as a driver of traffic and transaction, facilitator of movement along the path to purchase and able to enhance their experience. If the human bio-information is utilized, the consumer's preference can be obtained more exactly and it is expected that the emotion and feeling measuring technology is applied in marketing area, marketing will achieve the new innovation. This paper proposes a conceptual model that indicates the potential of smart wearable devices for sensorial marketing as opposed to the standard industry practices of marketing to drive business results and competitive advantage. In addition, the potentials of new marketing method is described by analyzing the marketing method using human bio-information and related technology.