Sensory Marketing for the Omnichannel Consumer Experience: Benefits and Ways Forward

DOI

10.2991/978-2-38476-132-6_56How to use a DOI?

Keywords

sensory marketing; omnichannel consumers; online experience; sensory stimuli; five senses

Abstract

Human senses play a critical role in individual experiences in the process of decision-making, purchasing, and consumption. Consumer perceptions about products and services are also constructed through the five senses. However, it often goes unnoticed as a marketing strategy. Sensory marketing, which is a marketing strategy that utilizes the five senses, provides important opportunities and contributions for brands to improve marketing outcomes such as attitude creation, referral, and purchasing decisions. Sensory marketing in the offline (brick-and-mortar) context can be realized directly through stimulation that triggers the visual, auditory, tactile, olfactory, and taste senses. Meanwhile, in the online context, marketers still need strategies and creative ways to optimize the use of the five sensory channels. This research which applied a descriptive method probes to explore the advantages and ways forward to sensory marketing, especially through online and digital contexts, in an effort to build an omnichannel consumer experience. Academic research related to sensory marketing in online and digital contexts is still limited. In practice, sensory stimulus such as attractive images and informative copywriting narratives are often used in online and digital content because they have the power to 'turn on' products. This research is expected to contribute to the study of sensory marketing in the online and digital context and also become input for marketers in designing sensory-based marketing strategies for omnichannel consumers.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Peny Meliaty Hutabarat
AU  - Erni Adelina
PY  - 2023
DA  - 2023/10/31
TI  - Sensory Marketing for the Omnichannel Consumer Experience: Benefits and Ways Forward
BT  - Proceedings of the 6th International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023)
PB  - Atlantis Press
SP  - 655
EP  - 665
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-132-6_56
DO  - 10.2991/978-2-38476-132-6_56
ID  - Hutabarat2023
ER  -