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Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience

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  • Petit, Olivia
  • Velasco, Carlos
  • Spence, Charles

Abstract

People are increasingly purchasing (e.g., food, clothes) and consuming (e.g., movies, courses) online where, traditionally, the sensory interaction has mostly been limited to visual, and to a lesser extent, auditory inputs. However, other sensory interfaces (e.g., including touch screens, together with a range of virtual, and augmented solutions) are increasingly being made available to people to interact online. Moreover, recent progress in the field of human–computer interaction means that online environments will likely engage more of the senses and become more connected with offline environments in the coming years. This expansion will likely coincide with an increasing engagement with the consumer's more emotional senses, namely touch/haptics, and possibly even olfaction. Forward-thinking marketers and researchers will therefore need to appropriate the latest tools/technologies in order to deliver richer online experiences for tomorrow's consumers. This review is designed to help the interested reader better understand what sensory marketing in a digital context can offer, thus hopefully opening the way for further research and development in the area.

Suggested Citation

  • Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
  • Handle: RePEc:eee:joinma:v:45:y:2019:i:c:p:42-61
    DOI: 10.1016/j.intmar.2018.07.004
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    Cited by:

    1. Hwang, Angel Hsing-Chi & Oh, Jeeyun, 2020. "Interacting with background music engages E-Customers more: The impact of interactive music on consumer perception and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing," Journal of Retailing, Elsevier, vol. 95(4), pages 219-234.
    3. Saintives, Camille, 2020. "Guilt online vs. offline: What are its consequences on consumer behavior?," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    4. Pino, Giovanni & Amatulli, Cesare & Nataraajan, Rajan & De Angelis, Matteo & Peluso, Alessandro M. & Guido, Gianluigi, 2020. "Product touch in the real and digital world: How do consumers react?," Journal of Business Research, Elsevier, vol. 112(C), pages 492-501.
    5. Bastos, Wilson, 2020. "“Speaking of Purchases”: How Conversational Potential Determines Consumers' Willingness to Exert Effort for Experiential Versus Material Purchases," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 1-16.
    6. Tatiana Marceda Bach & Wesley Vieira Silva & Adriano Mendonça Souza & Claudineia Kudlawicz-Franco & Claudimar Pereira Veiga, 2020. "Online customer behavior: perceptions regarding the types of risks incurred through online purchases," Palgrave Communications, Palgrave Macmillan, vol. 6(1), pages 1-12, December.

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