To remain competitive, brick-and-mortar retailers need to create unique, engaging in-store experiences, such that they evolve from simply competing at a merchandise level and ensure holistic retail experiences that encourage customers to keep coming back. In this chapter, we examine how the five sensory components - vision, audition, olfaction, touch, and taste - can enhance customer engagement in the pre-purchase and purchase stages. This chapter reviews research that demonstrates how pre-purchase- and purchase-stage sensory touchpoints impact customer engagement.
|Title of host publication||Handbook of Research on Customer Engagement|
|Publisher||Edward Elgar Publishing Ltd|
|Number of pages||38|
|Publication status||Published - 1 Jan 2019|
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)
- Business, Management and Accounting(all)