Multisensory in Stationary Retail, Mau

Автор: Lindblom, Arto
Название: Sensory Marketing in Retail
ISBN: 3031475143 ISBN-13(EAN): 9783031475146
Издательство: Springer
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Цена: 6986.00 р.
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Описание: Sensory marketing is a way to differentiate businesses from their competition while influencing customers and their behaviour. At its best, sensory marketing guides or helps customers to make certain choices in a way that they are unaware of what actually influenced their choices. Although it sounds like an attractive way to “nudge” customers, it is a highly demanding practice that also involves risks and ethical concerns. This textbook delves into the world of sensory marketing in a physical retail setting and offers a comprehensive and coherent view of various sensory cues and their capacity to drive our behaviour through stimulating our senses and creating sensory experiences. It particularly highlights the meaning of the multisensory nature of retail stores and emphasises how cues tend to affect us in combination rather than separately as single cues. After reading this book, you will be able to: · Identify various cues in a retailing setting · Categorise cues into different groups · Explain how cues affect consumers when they make their daily choices · Understand the multisensory nature of retail stores and the meaning of cue (in)congruence · Describe how consumers are likely to respond differently to cue combinations than single cues · Apply cues in practice and assess their outcomes. Ideal reading for students taking classes in consumer behaviour, shopper marketing, retail marketing and store design among others, it contains more than 30 global examples from various retail companies, self-reflective questions and decisions-based questions to aid learning.

Автор: Sarstedt, Marko Imschloss, Monika Adler, Susanne
Название: Multisensory design of retail environments
ISBN: 3658412410 ISBN-13(EAN): 9783658412418
Издательство: Springer
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Цена: 5589.00 р.
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Описание: Online retailers have gained massive popularity in recent years, plunging large parts of brick-and-mortar retail into an existential crisis. In order to survive in times of growing online retail, brick-and-mortar retailers must become aware of their unique potential to address non-digitizable consumer needs and transform retail environments into places of experience and discovery. A key building block for achieving this aim lies in the creation of sensory experiences that motivate consumers to enter and linger in stationary retail environments. But how? To answer this question, this volume provides insights into the latest research results from sensory marketing on vision, sound, and scent. The authors describe the sometimes surprising effects of sensory cues on consumer behavior and provide clear recommendations for marketing practice. Readers of this book have access to videos via a dedicated app: simply download the SN More Media app free of charge, scan a link with the play button and immediately play the video on your smartphone or tablet.

Название: Multisensory packaging
ISBN: 3319949764 ISBN-13(EAN): 9783319949765
Издательство: Springer
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Цена: 20962.00 р.
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Описание: Bringing together leading researchers and practitioners working in the field, the contributions consider how our growing understanding of the human senses, as well as new technologies, will transform the way in which we design, interact with, and experience food and beverage, home and personal care, and fast-moving consumer products packaging.

Автор: Thorsten Tham
Название: Multisensory Impact of Sport Events
ISBN: 3658121041 ISBN-13(EAN): 9783658121044
Издательство: Springer
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Цена: 10448.00 р.
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Описание: Thorsten Tham highlights the fundamental changes that have swept Germany`s footballing landscape in recent years and presents theory-based impact hypotheses about forms of stimulus that can raise the loyalty of football-affine target groups before, during and after the game.