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Product details:
- Edition number Second Edition 2025
- Publisher Springer
- Date of Publication 27 December 2024
- Number of Volumes 1 pieces, Book
- ISBN 9783658456771
- Binding Hardback
- No. of pages50 pages
- Size 210x148 mm
- Language English
- Illustrations 18 Illustrations, color 0
Categories
Short description:
Online retailers have gained massive popularity in recent years, plunging large parts of brick-and-mortar retail into an existential crisis. In order to survive in times of growing online retail, brick-and-mortar retailers must become aware of their unique potential to address non-digitizable consumer needs and transform retail environments into places of experience and discovery. A key building block for achieving this aim lies in the creation of sensory experiences that motivate consumers to enter and linger in stationary retail environments.
But how? To answer this question, this volume provides insights into the latest research results from sensory marketing on vision, sound, and scent. The authors describe the sometimes surprising effects of sensory cues on consumer behavior and provide clear recommendations for marketing practice. The second edition comes with an advanced coverage of various topics such as technology use in retail environments and includes new case studies.
MoreLong description:
Online retailers have gained massive popularity in recent years, plunging large parts of brick-and-mortar retail into an existential crisis. In order to survive in times of growing online retail, brick-and-mortar retailers must become aware of their unique potential to address non-digitizable consumer needs and transform retail environments into places of experience and discovery. A key building block for achieving this aim lies in the creation of sensory experiences that motivate consumers to enter and linger in stationary retail environments.
But how? To answer this question, this volume provides insights into the latest research results from sensory marketing on vision, sound, and scent. The authors describe the sometimes surprising effects of sensory cues on consumer behavior and provide clear recommendations for marketing practice. The second edition comes with an advanced coverage of various topics such as technology use in retail environments and includes new case studies.
MoreTable of Contents:
1. Experience retail environments with (almost) all senses.- 2. Vision.- 3. Sound.- 4. Scent.- 5. The interaction of different sensory stimuli.
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