November 2015
Beginner to intermediate
296 pages
8h 12m
English
Content preview from Retail Marketing StrategyBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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11
The unexplainable effect of music
The traditional marketing-mix instruments in retail, such as promotion and store layout, tap into the visual sensory system. Yet retailers realize increasingly that shoppers use their other senses as well, and therefore the retail sector has seen a burst of stores with ambient scents. The motivation is usually simple: retailers wish to improve the ‘shopping experience’ and hope to connect with more of the shoppers’ senses in order to stimulate additional, deeper emotions. It is often believed that scents give unfiltered access to the brain: the impression retailers may have is that the sensory marketing instruments are easy to control, and have a direct and immediate impact on the shopper, and therefore sales. ...
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