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Accompanied from World to World: Multisensory in a Supermarket Using the Example of Swiss Migros

In: Multisensory in Stationary Retail

Author

Listed:
  • Christoph Oriet

    (SCS Storeconcept AG)

Abstract

Anyone who has ever landed at Zurich airport will remember being greeted first by Roger Federer, Switzerland’s most famous tennis player. Federer cheerfully says “Hello!” and invites the passing passengers to take a selfie with him. Most take a quick notice of him and move on. Then the airlock opens, and passengers are among the shelves of the duty-free shop. Or we are standing on the escalator of a department store and a sound shower descends on us. Interrupted by offers, the music warbles away, giving us the feeling of being lifted. Or we are drawn into a fashion store by the smell of a soft perfume. As a rule, we are not consciously aware of this – our concentration is directed at something else: orientation. It is only later that we make the decision to buy this or that product that was just advertised, when the escalator pulled us up to the pans or led us down to the food department. Or when, while waiting for our suitcase at the airport, a branch of the major bank Credit Suisse comes into view. Roger Federer advertises for Credit Suisse.

Suggested Citation

  • Christoph Oriet, 2023. "Accompanied from World to World: Multisensory in a Supermarket Using the Example of Swiss Migros," Springer Books, in: Gunnar Mau & Markus Schweizer & Christoph Oriet (ed.), Multisensory in Stationary Retail, chapter 22, pages 341-349, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38227-8_22
    DOI: 10.1007/978-3-658-38227-8_22
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