Multisensory Design of Retail Environments Vision, Sound, and Scent
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Form:Einzelkauf Download
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Sprache:Englisch
Fr. 38.90
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Produktdetails
Format
Kopierschutz
Nein
Family Sharing
Nein
Text-to-Speech
Nein
Erscheinungsdatum
26.11.2024
Verlag
Springer Fachmedien WiesbadenSeitenzahl
83 (Printausgabe)
Dateigröße
6398 KB
Auflage
Second Edition 2024
Sprache
Englisch
EAN
9783658456788
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. The second edition comes with an advanced coverage of various topics such as technology use in retail environments and includes new case studies.
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