Sensorial and Experiential Marketing in Shopping Centers: Effects on Retailer Performance

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Author(s): Mónica Gómez-Suárez (Universidad Autonoma de Madrid, Spain), María Jesús Yagüe (Universidad Autonoma de Madrid, Spain), Anne Schmitz (Universidad Autonoma de Madrid, Spain)and Cristina García-Gumiel (Ocibar, Spain)
Copyright: 2020
Pages: 21
Source title: Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
Source Author(s)/Editor(s): Fabio Musso (University of Urbino Carlo Bo, Italy)and Elena Druica (University of Bucharest, Romania)
DOI: 10.4018/978-1-7998-1412-2.ch008

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

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Abstract

This chapter states the importance of sensory and experiential strategies for the retail companies, their degree of implementation, and their effect on retail companies' performance. An interdisciplinary review of related studies links sensorial or experiential stimuli with consumer behavior. An empirical analysis answers the following: What degree of knowledge do retail managers have about experiential marketing? What actions and tools are used more frequently? Are their effects measured? What impact do they have on business performance? Survey data collected from 171 managers of Spanish shopping centers show the degree of knowledge of the concepts of sensory and experiential marketing is high, but there are differences in the actions implemented by type of company. Decision makers greatly consider investment in experiential marketing is profitable and effective.

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Sensorial and Experiential Marketing in Shopping Centers: Effects on Retailer Performance

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