Sensory Marketing in Retail: An Introduction to the Multisensory Nature of Retail Stores

Sensory marketing is a strategy that distinguishes businesses from their competitors and influences customer behavior. It utilizes sensory cues to create stimulating sensory experiences in retail settings, influencing customers' choices without their conscious awareness. This textbook provides a comprehensive understanding of sensory marketing, covering various sensory cues, their impact on consumers, and the multisensory nature of retail stores. It is ideal for students studying consumer behavior, shopper marketing, retail marketing, and store design, offering practical applications and global examples.

Format: Paperback / softback
Length: 237 pages
Publication date: 15 December 2023
Publisher: Springer International Publishing AG

Sensory marketing is a powerful strategy employed by businesses to set themselves apart from competitors and shape customer behavior. By leveraging various sensory cues, businesses can guide customers toward specific choices without their conscious awareness of the underlying influences. While it may seem like a captivating approach to nudging customers, it requires a rigorous and ethical approach. This textbook delves into the realm of sensory marketing within the context of physical retail settings, providing a comprehensive and coherent understanding of sensory cues and their ability to influence our behavior. It emphasizes the multisensory nature of retail environments and how cues tend to impact us collectively rather than individually.

Upon completing this book, readers will gain proficiency in identifying various cues present in retail settings, categorizing them into distinct groups, explaining how cues influence consumers' daily choices, comprehending the multisensory nature of retail stores, and describing how consumers respond differently to cue combinations compared to single cues. Moreover, readers will be equipped to apply sensory cues in practice and evaluate their outcomes, making this textbook an invaluable resource for students enrolled in courses such as consumer behavior, shopper marketing, retail marketing, and store design.

With over 30 global examples drawn from various retail companies, self-reflective questions, and decision-based questions, this textbook offers a rich learning experience that facilitates a deeper understanding of sensory marketing principles. By exploring the sensory world of retail, readers will gain valuable insights into how businesses can create compelling and memorable experiences that resonate with customers and drive their purchasing decisions.

Weight: 397g
Dimension: 235 x 155 (mm)
ISBN-13: 9783031475146
Edition number: 1st ed. 2023