Creating Sensory Experiences for Customers
Ritmala, Riina Juulia (2019)
Ritmala, Riina Juulia
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060314449
https://urn.fi/URN:NBN:fi:amk-2019060314449
Tiivistelmä
Building brands in the digital era, with thousands of advertisements being bombarded at us daily, makes it challenging for marketers and companies to create memorable brand experiences. Recently, the potential of utilizing the five human senses; sight, smell, touch, hearing, and taste, have opened significant opportunities to tap into customers subconscious needs and wants by stimulating the senses. Sensory marketing helps to increase the time spent in retail and online environments with a higher possibility of purchases. This study aimed to understand better the meaning of sensory and multisensory marketing and gather theoretical and practical models to help create sensory experiences for customers. The research question is “How to create sensory experiences for customers?”. This study found that customers are a key factor for building successful brands because the brand image is constructed in their minds and imagination. Competitive advantage is created through positive experiences that are most importantly memorable and superior to other brand experiences. Hultén’s (2015) sensory model can help companies to create multi-sensory brand-experiences and with Krishna’s (2010) and Lindström’s (2010) practical guidance and contemporary examples for implementing sensory marketing strategies offer a base for building the perfect brand experiences. Further research is necessary in order to understand the integration between senses. Studying the results of brain activity monitoring is highly recommended in order to expand the knowledge on customer perception, attention, and memory, and how they affect customer behaviour and decision-making between different brands.