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Staging Luxury Brands Multisensually at the Point of Sale

In: Multisensory in Stationary Retail

Author

Listed:
  • Karsten Kilian

    (Hochschule Würzburg-Schweinfur)

  • Alina Hacopian

    (Siemens Energy)

Abstract

For luxury brands in particular, there are many opportunities for multi-sensual staging. Particularly suitable for this are own luxury brand shops, which in this way develop from a point of sale to a point of experience. They offer customers the opportunity to experience the brand with all their senses. Starting with the specifics of multisensual marketing and luxury goods marketing, the goals and strategies for luxury brands at the point of sale are examined in more detail. Based on this, the possibilities of visual, haptic, acoustic, olfactory and gustatory customer appeal in luxury brand shops are discussed, whereby both perception mechanisms and design possibilities are analysed. Following on from this, possibilities for the multisensual staging of “luxury” are described. Finally, the limits of multisensual brand staging are discussed and a three-stage approach for multisensual branding is presented.

Suggested Citation

  • Karsten Kilian & Alina Hacopian, 2023. "Staging Luxury Brands Multisensually at the Point of Sale," Springer Books, in: Gunnar Mau & Markus Schweizer & Christoph Oriet (ed.), Multisensory in Stationary Retail, chapter 19, pages 281-301, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38227-8_19
    DOI: 10.1007/978-3-658-38227-8_19
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