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Engaging in Sensory Marketing in Practice

In: Sensory Marketing in Retail

Author

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  • Arto Lindblom

    (Aalto University)

Abstract

This chapter discusses how sensory cues should be managed in practice. The chapter emphasises that it is a rather challenging task to run a physical retail store so that it engages our senses and creates satisfying in-store experiences. Retailers must have a solid understanding of how we perceive cues in the multisensory environments and how various cues tend to affect us. There is a particular need to be aware of the joint effects of cues, and retailers must possess the skill and vision to manage and coordinate cues from this standpoint as well. The chapter emphasises the importance of understanding how cues are in line with the retailer’s customer promise and how cues can be used in storytelling and brand building.

Suggested Citation

  • Arto Lindblom, 2023. "Engaging in Sensory Marketing in Practice," Springer Books, in: Sensory Marketing in Retail, chapter 0, pages 199-215, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-47515-3_8
    DOI: 10.1007/978-3-031-47515-3_8
    as

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