Application of sensory marketing techniques in fashion shops: the case of Zara and Stradivarius
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Abstract
The growing importance of online shopping portals compared to physical retail makes it necessary to develop strategies at the point of sale to continue to go there to buy. In this sense, one of the big differences (if not the strongest point) between the physical shop and the online store is the physical experience of being able to touch and feel the product. The shop should not only be understood as a point of sale but should also be configured as a space in which to live experiences. Moreover, it is integrated within the trade marketing strategy, where the senses' marketing takes on particular relevance. Based on this premise, this research focuses on the study of sensory marketing used by the fashion shops of the Inditex group Stradivarius and ZARA and, more specifically, on how they apply these techniques in their shops, from the point of view of smell, hearing, sight, and touch. To carry out the analyses, the content analysis methodology will be applied. The results show that these establishments actively apply sensory marketing techniques, being present in all the shops to improve the shopping experience for consumers.
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