Engaging in Sensory Marketing in Practice

Arto Lindblom ()
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Arto Lindblom: Aalto University

Chapter Chapter 8 in Sensory Marketing in Retail, 2023, pp 199-215 from Springer

Abstract: Abstract This chapter discusses how sensory cues should be managed in practice. The chapter emphasises that it is a rather challenging task to run a physical retail store so that it engages our senses and creates satisfying in-store experiences. Retailers must have a solid understanding of how we perceive cues in the multisensory environments and how various cues tend to affect us. There is a particular need to be aware of the joint effects of cues, and retailers must possess the skill and vision to manage and coordinate cues from this standpoint as well. The chapter emphasises the importance of understanding how cues are in line with the retailer’s customer promise and how cues can be used in storytelling and brand building.

Keywords: Sensory marketing; Retail marketing; Customer promise; Brand building; Cue effectiveness (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-47515-3_8

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DOI: 10.1007/978-3-031-47515-3_8

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