Synthesis: Multisensory – Perception with All Senses

Gunnar Mau (), Markus Schweizer () and Agnes Fleischer ()
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Gunnar Mau: DHGS Deutsche Hochschule für Gesundheit und Sport
Markus Schweizer: Holistic Consulting GmbH
Agnes Fleischer: DHGS Deutsche Hochschule für Gesundheit und Sport

Chapter 7 in Multisensory in Stationary Retail, 2023, pp 123-129 from Springer

Abstract: Abstract The multisensory experience is often described as a central opportunity for stationary retail. Better than in other channels, customers can be reached, stimulated and excited via all senses. In order to use this potential, an understanding of the mechanisms behind the experience is necessary: What do sensory impressions trigger in us? How do we comprehend and interpret these impressions? And what does this mean for strategic retail management? These questions are addressed in the first part of the book. It becomes clear that perception is always selective and constructive. It should therefore be carefully considered which sensory messages are sent out. A sales area that is too busy and unharmonious can quickly have a counterproductive effect. Retailers should rather create an optimal stage so that the intended message reaches the customer in a well-formed way.

Date: 2023
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DOI: 10.1007/978-3-658-38227-8_7

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