Experiential marketing how luxury brands build the shopping experience

Many consumers today turn out to be attentive individuals, better informed thanks to the internet, with a greater critical capacity, and have greater expectations of businesses, showing a desire for active participation in consumption. The experiential approach is becoming increasingly

important in the various contexts of purchase and consumption.

But how do you create a buying and consuming experience?

A holistic (branded) experience provides, in Schmitt’s sense, the right  Cyprus Mobile Number List and personalized mix of 5 types of experience:

  • sensory
  • emotional
  • cognitive
  • behavioral
  • relational

Today more than yesterday, we find ourselves in the condition in which consumers take the characteristics, functional benefits of products, quality and positive brand image for granted. What they are looking for is a commercial proposal, a communication, a marketing campaign which dazzles their senses, touches their heart, stimulates their mind, which provides an experience (Zarantonello, 2003). According to this assumption, we expect companies to manipulate all those tactical tools capable of giving more emphasis to sensory and emotional elements rather than cognitive ones.

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Stimulating the sensory system is one of the most used strategies

to support the marketing mix and product policies.

In other words, Slow music prepares the customer to spend more time in the store, to pay more attention to the goods on display and to put more products in their shopping bag. A fragrance that is pleasant to the nose alters the perception of the time spent inside the store and contributes to the creation of an atmosphere strictly attributable to the brand. Let’s think Cryp Email List of the scenario recreated in the Abercrombie & Fitch stores : pure Californian atmosphere that you come out having bought a swimsuit, flip flops and Hawaiian shirt and you realize that it’s -2 outside.

But let’s think about how luxury brands capture our attention and stimulate our eyes. They do it in a very fine, witty way and we don’t notice it.

The store.

Contiguity   indicates that elements once in contact with each other will continue to affect each other in time and space, even when separated .

In other words,  Pedestals, lights on objects, glass cases protect the products by preventing contact with individuals. The products inside the boutiques are displayed like the works of art inside the museums , so that marketable luxury products acquire the same magic as a non-marketable work of art . What about sales rituals: contact with the product occurs only after a broad illustration of the history of the product and materials by the sales staff, which induces the individual to perceive the good and the brand as something prestigious, almost sacred.

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