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Authors
Advisor(s)
Abstract(s)
A criação de experiências diferenciadoras e envolventes constitui-se hoje como uma necessidade imperativa para o sucesso das marcas. Como tal, atualmente a experiência deve estar no centro de todas as estratégias de marketing, dada a sua capacidade de transportar as marcas para a vida dos consumidores. Foi com a perda de influência do marketing tradicional que começaram a surgir novas formas de comunicação, como o marketing sensorial, o qual através da estimulação dos sentidos, veio possibilitar a envolvência dos consumidores com as marcas e os seus produtos.
Tendo em conta o seu potencial como palco de estímulos associados ao produto e/ou à marca, o retalho é um território de excelência para a criação de experiências. Deste modo, os retalhistas devem ter a preocupação de colocar ao dispor do consumidor um conjunto de estímulos sensoriais, dada a sua importância para a experiência.
É nesta conjuntura que se insere a presente investigação a qual, conduzida a partir da questão de partida “Das experiências sensoriais desencadeadas em lojas de roupa físicas, quais os aspetos mais relevantes para o consumidor?”, possibilitou uma melhor compreensão da influência dos estímulos sensoriais – táteis, aromas, músicas, cores, iluminação, disposição e arrumação dos produtos – para a experiência e decisão de compra do consumidor, temática que ainda carece de investigação a nível nacional.
Construído com base num método quantitativo e sustentado na aplicação de questionários online foram alcançadas 460 respostas que permitiram ratificar a influência dos estímulos sensoriais para a experiência em lojas de roupa, concluindo-se que todos os estímulos participam para a experiência, embora com importância variável. Neste contexto, os sentidos do tato e da visão surgem como os mais relevantes, por comparação com o olfato e a audição. Por outro lado, a forma de utilização dos estímulos nas lojas influencia significativamente a resposta dos consumidores, o que recomenda uma gestão adequada dos mesmos estímulos por parte dos retalhistas.
ABSTRACT: Nowadays brand success has evolved towards an imperative necessity to embrace the creation of engaging experiences. As such, given its ability to carry brands into the day-to-day life, customer experience has to become paramount in the center of all marketing strategies. Paralel to the downfall of the so called traditional marketing new forms of outreach have emerged, such as sensory marketing which allows brands to involve customers in their branding and products through the stimulation of the senses. Given its potential as a platform for stimulus regarding products and / or branding, retail is in fact the area of excellence for creating experiences. Therefore, retailers must provide a set of functional, emotional and sensory stimuli and attributes due to the conveyed impression that the greater the sensorial stimulation the more convincing/engaging the experience becomes. It’s within this scenario that we conducted this research, driven by the question “What are the most relevant aspects of the customer experience that are triggered by the sensory experience on a physical clothing store?”. It resulted in a greater awareness of the sensory stimuli influence - such as touch, smell, music, colors, lighting and product layout - on the customers experience and buying decision which still needs investigation on a national level. By using a quantitative methodology, in which online surveys were the data collection method used, 460 replies were gathered, which allowed to ratify the sensory stimuli influence on physical shopping experiences. Thus, I concluded that none of the sensory stimulus had null or reduced influence on customer experience, with variable significance. In this setting, touch and vision showed more relevance to the experience by comparison with smell and hearing. However, the way the stimulus are incorporated instore have a strong effect on customer response, which leads to a proper stimuli management from retailers.
ABSTRACT: Nowadays brand success has evolved towards an imperative necessity to embrace the creation of engaging experiences. As such, given its ability to carry brands into the day-to-day life, customer experience has to become paramount in the center of all marketing strategies. Paralel to the downfall of the so called traditional marketing new forms of outreach have emerged, such as sensory marketing which allows brands to involve customers in their branding and products through the stimulation of the senses. Given its potential as a platform for stimulus regarding products and / or branding, retail is in fact the area of excellence for creating experiences. Therefore, retailers must provide a set of functional, emotional and sensory stimuli and attributes due to the conveyed impression that the greater the sensorial stimulation the more convincing/engaging the experience becomes. It’s within this scenario that we conducted this research, driven by the question “What are the most relevant aspects of the customer experience that are triggered by the sensory experience on a physical clothing store?”. It resulted in a greater awareness of the sensory stimuli influence - such as touch, smell, music, colors, lighting and product layout - on the customers experience and buying decision which still needs investigation on a national level. By using a quantitative methodology, in which online surveys were the data collection method used, 460 replies were gathered, which allowed to ratify the sensory stimuli influence on physical shopping experiences. Thus, I concluded that none of the sensory stimulus had null or reduced influence on customer experience, with variable significance. In this setting, touch and vision showed more relevance to the experience by comparison with smell and hearing. However, the way the stimulus are incorporated instore have a strong effect on customer response, which leads to a proper stimuli management from retailers.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Marketing sensorial Relação marca-consumidor Experiências sensoriais Estímulos sensoriais Lojas de roupa Vestuário Sensory marketing Brand-consumer relationship Sensory experience Sensory stimuli Clothing stores Clothing
Citation
Monteiro, R.M.M. (2018). Relevância da experiência sensorial do consumidor em lojas de roupa físicas. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social