Application of Sensory Marketing Techniques at Marengo, a Small Sustainable Men’s Fashion Store in Spain: Based on the Hulten, Broweus and van Dijk Model

Abstract

(1) Background: the present research addresses sensory marketing to check its possible potential in making the consumer shopping experience in physical points of sale more sustainable and efficient, both for potential buyers and for the selling company. (2) Aims: the main purpose of this study is to check whether, by applying sensory marketing and merchandising techniques in a shop, the business can be more economically profitable and, thus, make it more sustainable. The main objective is, therefore, to find out how consumers respond to different communication strategies in an experimental men’s fashion shop located in a Spanish municipality. (3) Methodology: researchers adapted the so-called Sensory Marketing Model to a real case. Based on scientific evidence and documentary review, an experiment of implementation of sensory marketing tactics (visual, sound, olfactory and haptic) and its subsequent quantitative analysis based on the before-after, cause-effect relationship was carried out. (4) Results: the results obtained shed light on the importance of sensory marketing, as this study showed a considerable increase in sales, customer retention and customer satisfaction in the shop, following the deployment of appropriate sensory marketing strategies. (5) Conclusions: the Sensory Marketing Model is valid and reliable for implementation, not only to increase sales, but also to make the store more sustainable, as all actions carried out involved a decrease in material resources typical of retail shops.

The Effect of Sensory Marketing, Brand Experience, Brand Image, and Perceived Service Quality on Brand Loyalty with Customer Satisfaction as an Intervening Variable (Study Conducted on Luxury Brand Product Consumers): A Conceptual Paper

“…Sensory marketing impressions and brand experience in luxury retail stores have a positive impact on emotional attachment and brand loyalty, with store image playing a moderating role (Shahid et al, 2022). The findings of (Jiménez-Marín et al, 2022) state that sensory marketing strategies significantly increase sales, customer retention and satisfaction in sustainable men's fashion stores, making them more profitable and sustainable. Sensory marketing can create an emotional connection between consumers and brands, and is highly relevant to be applied to service operations, but more research is needed and empirical evidence is needed to support conclusions and provide insights for future research to be more efficient and accurate ((Baltezarević, 2020) (Fong et al, 2023).…”

Caracterização Afetiva Dos Ambientes De Lojas De Vestuário

“…Segundo os autores, esses elementos conferem características únicas àquele momento, exercendo influência na decisão de compra do consumidor (Turley;Mirlam, 2000). Um exemplo notável é a experiência adquirida por meio do olfato, tanto com um aroma sentido no ambiente de loja, quanto quando incorporado em uma peça ou produto, onde o mesmo cenário pode acontecer com as outras variáveis (Alexander;Nobbs, 2020;Alvarado;Gonález-Oñate, 2022).…”

“…Nesse contexto, a área da moda exige a constante busca por novas maneiras de atrair essa parcela de consumidores, visando diferenciar-se das demais marcas e fortalecer a relação afetiva do público-alvo com os produtos ofertados. Assim, pode-se mencionar o marketing sensorial como uma das abordagens possíveis de diferenciação (Muñoz;Zapata, 2021;Alvarado;Gonález-Oñate, 2022). Nesse conjunto de estratégias, a experiência completa do consumidor, que engloba os momentos anteriores, durante e após a venda, é considerada essencial para influenciar a decisão de compra (Tekin;Kanat, 2022).…”

Peculiarities of sensory marketing

“…Jiménez-Marín et al ( 2022) argue that the integration of taste and touch occurred a little later in the 1990s because, among other things, touch-based (tactile or tactile) strategies are more challenging to implement. According to Jiménez-Marín et al (2022), since the first studies conducted with feelings in 1909 and especially after the emergence of neuromarketing as a field, researchers often noticed connections between the senses and the perception of reality. Especially in the second half of the 20th century, the scientific community distinguished that more attention is paid to various mental processes (such as perception, sensations, mental associations, memory, and, above all, the interaction of the senses), and marketing departments soon began to take notice.…”