IDEAS home Printed from https://ideas.repec.org/a/ntu/ntugeo/vol9-iss2-127-132.html
   My bibliography  Save this article

Sensory Marketing during COVID-19 - Creating a Multisensory Experience for Online Shopping

Author

Listed:
  • Otilia-Elena Platon

    (The Bucharest University of Economic Studies)

Abstract

The unprecedented shift caused by the Covid-19 pandemic generated a series of changes in consumer preferences and behavior. One of the most significant changes is represented by an increasing interest in online shopping. During the last two years consumers have tried to stay safe by shopping online which has resulted in the drop of physical touchpoints between retailers and consumers. While making online purchases consumers can no longer touch, smell or taste the products, but only rely on perceiving them through sight and hearing. The full sensory experience of shopping in a physical store is now limited to a mobile or computer screen. It is therefore important to understand how the lack of some sensory stimuli can impact consumers’ perceptions and behavior. This articles aims to present how marketers can adapt sensory marketing to the digital context and discover new ways of utilizing the senses of sight, hearing, smell, taste, and touch in order to appeal to consumers. It is important to understand that sensory elements, beyond images and sounds, will benefit customer engagement and that it’s useful to integrate new technologies, such as artificial intelligence, virtual reality, augmented reality, in order to develop multisensory experiences that improve consumers experiences.

Suggested Citation

  • Otilia-Elena Platon, 2021. "Sensory Marketing during COVID-19 - Creating a Multisensory Experience for Online Shopping," Global Economic Observer, "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences;Institute for World Economy of the Romanian Academy, vol. 9(2), pages 127-132, December.
    • Handle: RePEc:ntu:ntugeo:vol9-iss2-127-132
    as

    Download full text from publisher

    File URL: http://www.globeco.ro/wp-content/uploads/vol/split/vol_9_no_2/geo_2021_vol9_no2_art_014.pdf
    File Function: First version, 2021
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Fürst, Andreas & Pečornik, Nina & Binder, Christian, 2021. "All or Nothing in Sensory Marketing: Must All or Only Some Sensory Attributes Be Congruent With a Product’s Primary Function?," Journal of Retailing, Elsevier, vol. 97(3), pages 439-458.
    2. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gloria Jiménez-Marín & María del Mar Ramírez Alvarado & Cristina González-Oñate, 2022. "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," Sustainability, MDPI, vol. 14(19), pages 1-17, October.
    2. Lieve Doucé, 2022. "The Effect of High, Partial, and Low Multisensory Congruity between Light and Scent on Consumer Evaluations and Approach Behavior," Sustainability, MDPI, vol. 14(9), pages 1-25, May.
    3. Ana Cláudia Amaro & Luisa M. Martinez & Filipe R. Ramos & Karla Menezes & Silvio Menezes, 2023. "An overstimulated consumer in a highly visual world: the moderating effect of the highly sensitive person trait on the attitude towards the ad," Electronic Commerce Research, Springer, vol. 23(3), pages 1429-1458, September.
    4. Bastos, Wilson, 2020. "“Speaking of Purchases”: How Conversational Potential Determines Consumers' Willingness to Exert Effort for Experiential Versus Material Purchases," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 1-16.
    5. Som Sekhar Bhattacharyya & Arvind Sahay & Arunaditya Sahay, 2022. "The Quest for Competitive Advantage: The Role of Technology Depth and Breadth at the Customer Interface," Vikalpa: The Journal for Decision Makers, , vol. 47(4), pages 274-287, December.
    6. Sudhir Rana, 2024. "What, Why and How ‘Shared Goals’ Are Important in Academic Research? What Is There for Marketing Scholars?," FIIB Business Review, , vol. 13(3), pages 283-285, May.
    7. Sun, Chunhua & Fang, Yuan & Kong, Meng & Chen, Xiayu & Liu, Yezheng, 2022. "Influence of augmented reality product display on consumers’ product attitudes: A product uncertainty reduction perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    8. Christina Kleisiari & Marie-Noelle Duquenne & George Vlontzos, 2021. "E-Commerce in the Retail Chain Store Market: An Alternative or a Main Trend?," Sustainability, MDPI, vol. 13(8), pages 1-21, April.
    9. Luke Butcher & Billy Sung, 2024. "User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 401-414, July.
    10. Rodrigues, Mariana Berga & Loureiro, Sandra Maria Correia & Romero, Maria Inês Relvas, 2024. "Luxury fashion games are so cool! Predicting awareness, perceived quality, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    11. Gong, Taeshik & Park, JungKun, 2023. "Effects of augmented reality technology characteristics on customer citizenship behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    12. Krishen, Anjala S. & Dwivedi, Yogesh K. & Bindu, N. & Kumar, K. Satheesh, 2021. "A broad overview of interactive digital marketing: A bibliometric network analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 183-195.
    13. Ho, Xuan Huong & Nguyen, Dong Phong & Cheng, Julian Ming Sung & Le, Angelina Nhat Hanh, 2022. "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    14. Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2021. "The influence of scent on virtual reality experiences: The role of aroma-content congruence," Journal of Business Research, Elsevier, vol. 123(C), pages 289-301.
    15. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    16. Huang, Tseng-Lung & Liu, Ben S.C., 2021. "Augmented reality is human-like: How the humanizing experience inspires destination brand love," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    17. Petit, Olivia & Javornik, Ana & Velasco, Carlos, 2022. "We Eat First with Our (Digital) Eyes: Enhancing Mental Simulation of Eating Experiences via Visual-Enabling Technologies," Journal of Retailing, Elsevier, vol. 98(2), pages 277-293.
    18. Kim, Minjeong & Kim, Jung-Hwan & Park, Minjung & Yoo, Jungmin, 2021. "The roles of sensory perceptions and mental imagery in consumer decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    19. Tatiana Marceda Bach & Wesley Vieira Silva & Adriano Mendonça Souza & Claudineia Kudlawicz-Franco & Claudimar Pereira Veiga, 2020. "Online customer behavior: perceptions regarding the types of risks incurred through online purchases," Palgrave Communications, Palgrave Macmillan, vol. 6(1), pages 1-12, December.
    20. Sara Poggesi & Michela Mari & Arash Kamangar & Pinalba Schilleci, 2022. "The Role of Virtual Environment in Online Retailing: State of the Art and Research Challenges," Sustainability, MDPI, vol. 14(7), pages 1-17, March.

    More about this item

    Keywords

    sensory marketing; consumer senses; consumer experience; online shopping; e-commerce; COVID19.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ntu:ntugeo:vol9-iss2-127-132. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Stefan Ciucu (email available below). General contact details of provider: https://edirc.repec.org/data/feuntro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.