Application of Sensory Marketing Techniques at Marengo, a Small Sustainable Men’s Fashion Store in Spain: Based on the Hulten, Broweus and van Dijk Model

Abstract

(1) Background: the present research addresses sensory marketing to check its possible potential in making the consumer shopping experience in physical points of sale more sustainable and efficient, both for potential buyers and for the selling company. (2) Aims: the main purpose of this study is to check whether, by applying sensory marketing and merchandising techniques in a shop, the business can be more economically profitable and, thus, make it more sustainable. The main objective is, therefore, to find out how consumers respond to different communication strategies in an experimental men’s fashion shop located in a Spanish municipality. (3) Methodology: researchers adapted the so-called Sensory Marketing Model to a real case. Based on scientific evidence and documentary review, an experiment of implementation of sensory marketing tactics (visual, sound, olfactory and haptic) and its subsequent quantitative analysis based on the before-after, cause-effect relationship was carried out. (4) Results: the results obtained shed light on the importance of sensory marketing, as this study showed a considerable increase in sales, customer retention and customer satisfaction in the shop, following the deployment of appropriate sensory marketing strategies. (5) Conclusions: the Sensory Marketing Model is valid and reliable for implementation, not only to increase sales, but also to make the store more sustainable, as all actions carried out involved a decrease in material resources typical of retail shops.