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Business and Energy Efficiency in the Age of Industry 4.0: The Hulten, Broweus and Van Dijk Sensory Marketing Model Applied to Spanish Textile Stores during the COVID-19 Crisis

Author

Listed:
  • Gloria Jiménez-Marín

    (Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain)

  • Rodrigo Elías Zambrano

    (Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain)

  • Araceli Galiano-Coronil

    (Marketing and Communication Department, and INDESS, University of Cádiz, 11405 Jerez de la Frontera, Spain)

  • Rafael Ravina-Ripoll

    (Business Organization Department and INDESS, University of Cádiz, 11405 Jerez de la Frontera, Spain)

Abstract

Strategic and tactical factors come into play in shop competitiveness where, in addition to the products sold, other marketing mix variables must also be considered. There are also subjective factors, such as perceptions through the senses. This became even more important when, as a result of the COVID-19 crisis and the forced closure of certain establishments with physical sales, it was necessary to increase profitability and efficiency. The aim of this study was to determine the exact role of sensory marketing in shop efficiency and profitability, based on the guiding principles of technology, innovation, and respect for the environment. We conducted an exploratory and experimental study consisting of the creation of a sensory strategy through the adaptation of the Hulten, Broweus and Van Dijk model on a specific establishment in the current era of Industry 4.0. The results indicate an increase in sales as well as customer satisfaction and happiness after implementing the relevant strategies. The conclusions show that this model is valid and reliable for physical retail establishments, and that these business strategies can significantly contribute to the optimisation of energy resources.

Suggested Citation

  • Gloria Jiménez-Marín & Rodrigo Elías Zambrano & Araceli Galiano-Coronil & Rafael Ravina-Ripoll, 2021. "Business and Energy Efficiency in the Age of Industry 4.0: The Hulten, Broweus and Van Dijk Sensory Marketing Model Applied to Spanish Textile Stores during the COVID-19 Crisis," Energies, MDPI, vol. 14(7), pages 1-10, April.
    • Handle: RePEc:gam:jeners:v:14:y:2021:i:7:p:1966-:d:529005
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    References listed on IDEAS

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    1. Norbert Bajkó & Zsolt Fülöp & Kinga Nagyné Pércsi, 2022. "Changes in the Innovation- and Marketing-Habits of Family SMEs in the Foodstuffs Industry, Caused by the Coronavirus Pandemic in Hungary," Sustainability, MDPI, vol. 14(5), pages 1-17, March.
    2. Isabel Palomo-Domínguez & Rodrigo Elías-Zambrano & Víctor Álvarez-Rodríguez, 2023. "Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted," Sustainability, MDPI, vol. 15(11), pages 1-23, May.
    3. Konstantinos Salonitis, 2023. "Manufacturing Energy Efficiency and Industry 4.0," Energies, MDPI, vol. 16(5), pages 1-4, February.
    4. Carmen Quiles‐Soler & Alba‐María Martínez‐Sala & Juan Monserrat‐Gauchi, 2023. "Fashion industry's environmental policy: Social media and corporate website as vehicles for communicating corporate social responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(1), pages 180-191, January.
    5. Araceli Galiano-Coronil & Marina Yong Alcedo-Velázquez & Sofía Blanco-Moreno & Luis Bayardo Tobar Pesántez, 2024. "Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-16, December.

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