Senta was the first marketing consultancy agency to start in the field of odour application. This is now presently processed and developed by our sister company SmartNose B.V. http://www.smartnose.nl/. We also started to develop research methods for measuring odour experience. These methods still form the basis for a number of measuring instruments (such as the Experience Indicator), which Senta still uses to measure the quality experience of customers in spaces.
Senta started to focus on all senses and the effects of tuning sensory stimulants to customer experience. The customer-oriented perspective was further examined and worked out. The experience economy was "discovered" as an already existing development described by Pine & Gillmore. Senses play a central role in this, and an international movement in this field was born.
Processing all sensory stimulants into marketing was a blind spot in the operational field. Applying it is a necessary rectification step, which every brand should take. With this insight, Senta started to work on the development of knowledge and research regarding the experience perspective of the customer. Thus, among other things, the Female Mindstyles were born.
The effectiveness of sensory cohesion was also examined annually in cooperation with the Technical University (TU) in Delft and the Sensory Box was given life in 2005. Research demonstrated that its value mainly lay in emotionally charging a brand: ‘Emotional Branding' had obtained a practical translation moment.
The insight grow that something have to change in the business models for the application of experience. Funds are needed, and a different approach, in order to pay for the experience wishes of customers within the framework of a lower pricing tendency. The customer demands added value and more experience for less and less money. Therefore, Senta developed 12 fund flows for retail and service providers. These fund flows are only achieved if experience turnover, customer bonding and customer value are actively worked on. A new integral vision has been formed, with which Senta works today.
Measuring, bonding, enriching and earning had become core concepts in each project. Indeed, you will find those everywhere on the site.