Business and Energy Efficiency in the Age of Industry 4.0: The Hulten, Broweus and Van Dijk Sensory Marketing Model Applied to Spanish Textile Stores during the COVID-19 Crisis

Gloria Jiménez-Marín, Rodrigo Elías Zambrano, Araceli Galiano-Coronil and Rafael Ravina-Ripoll
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Gloria Jiménez-Marín: Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain
Rodrigo Elías Zambrano: Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain
Araceli Galiano-Coronil: Marketing and Communication Department, and INDESS, University of Cádiz, 11405 Jerez de la Frontera, Spain
Rafael Ravina-Ripoll: Business Organization Department and INDESS, University of Cádiz, 11405 Jerez de la Frontera, Spain

Energies, 2021, vol. 14, issue 7, 1-10

Abstract: Strategic and tactical factors come into play in shop competitiveness where, in addition to the products sold, other marketing mix variables must also be considered. There are also subjective factors, such as perceptions through the senses. This became even more important when, as a result of the COVID-19 crisis and the forced closure of certain establishments with physical sales, it was necessary to increase profitability and efficiency. The aim of this study was to determine the exact role of sensory marketing in shop efficiency and profitability, based on the guiding principles of technology, innovation, and respect for the environment. We conducted an exploratory and experimental study consisting of the creation of a sensory strategy through the adaptation of the Hulten, Broweus and Van Dijk model on a specific establishment in the current era of Industry 4.0. The results indicate an increase in sales as well as customer satisfaction and happiness after implementing the relevant strategies. The conclusions show that this model is valid and reliable for physical retail establishments, and that these business strategies can significantly contribute to the optimisation of energy resources.

Keywords: Industry 4.0; sensory marketing; COVID-19; retail; merchandising (search for similar items in EconPapers)
JEL-codes: Q Q0 Q4 Q40 Q41 Q42 Q43 Q47 Q48 Q49 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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