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Multisensorisches Design Von Verkaufsumgebungen: Sehen, Hören, Riechen
Paperback
Series: Science Meets Practice
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ISBN13: 9783658382445
Publisher: Springer Gabler
Published: Sep 29 2022
Pages: 75
Weight: 0.26
Height: 0.19 Width: 5.83 Depth: 8.27
Language: German
Onlinehändler haben in den letzten Jahren massiv an Popularität gewonnen und dadurch weite Teile des stationären Handels in eine existenzielle Krise gestürzt. Um gegenüber dem Onlinehandel bestehen zu können, müssen stationäre Geschäfte sich ihres einzigartigen Potenzials zur Ansprache nicht-digitalisierbarer Kundenbedürfnisse bewusstwerden und Verkaufsumgebungen in Orte des Erlebnisses sowie der Entdeckung verwandeln. Ein wesentlicher Baustein hierfür ist die gezielte Schaffung sensorischer Erfahrungen, welche zum Eintreten und Verweilen in der Verkaufsumgebung motivieren.
Aber wie? Um diese Frage zu beantworten, verschafft dieser Band der Reihe Science meets Practice Einblicke in die neuesten Forschungsergebnisse aus dem sensorischen Marketing zum Sehen, Hören und Riechen. Die Autoren beschreiben die teils überraschenden Effekte sensorischer Eindrücke auf das Konsumentenverhalten und geben klare Empfehlungen für die Marketingpraxis.
Video per App: einfach dieSN More Media App kostenfrei herunterladen, einen Link mit dem Play-Button scannen und sofort das Video auf Smartphone oder Tablet ausspielen.Der Inhalt
- Neueste Forschungsergebnisse zu Multisensorik im Einzelhandel
- Konkrete Hinweise, wie visuelle, auditive und olfaktorische Reize wirken
- Low hanging fruits: Wie kann die sensorische Verkaufsumgebung unmittelbar und mit Hilfe einfacher Anpassungen verbessert werden?
- High hanging fruits: Wie sollte eine multisensorisch abgestimmte Umgebung aussehen, um eine maximale Wirkung zu erreichen?
- Videos mit Experteninterviews
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