Marketers are investing heavily across media channels to entice consumers, however in-store shopping environments remain underleveraged for motivating consumers.
Influencing emotion at retail has the potential for achieving a number of desired effects, including greater store satisfaction and lower price sensitivity. The findings of our study suggests that marketers should think creatively beyond conventional POP communication, merchandising and promotions to experiment with contextual sensory stimuli and positive experiential associations. The more retailers can engage consumers at the point of purchase with positive associations and sensory experiences, the greater their chances of improving the customer experience and driving purchases.
Learn more about the triggers and impact of emotion by downloading our Journal of Shopper Research article today.