Aplicación de las técnicas de marketing sensorial en los establecimientos de moda: el caso de Zara y Stradivarius
Barra lateral del artículo
Contenido principal del artículo
Resumen
La creciente importancia de los portales de compra online frente al retail físico, hace necesario el desarrollo de estrategias en el punto de venta para que los consumidores sigan acudiendo a las mismas a comprar. Y, en este sentido, una de las grandes diferencias (por no decir el punto fuerte) entre la tienda física y la online es la experiencia física de poder tocar y sentir el producto. La tienda no debe ser entendida solo como un punto de venta, sino que se debe configurar como un espacio donde vivir experiencias. Y es aquí, integrada dentro de la estrategia de trade marketing, donde cobra especial relevancia el marketing de los sentidos. Partiendo de esta premisa, la presente investigación se centra en el estudio del marketing sensorial utilizado por las tiendas de moda del grupo Inditex Stradivarius y ZARA y, más concretamente, en como aplican estas técnicas en sus tiendas, desde el punto de vista del olfato, el oído, la vista y el tacto. Para ello se aplicará la metodología del análisis de contenido. De los resultados se desprende que estos establecimientos aplican de manera activa las técnicas de marketing sensorial, estando presentes en todas las tiendas, al objeto de mejorar la experiencia de compra de los consumidores.
Descargas
Detalles del artículo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Aviso de derechos de autor
El autor principal debe entregar obligatoriamente la carta de cesión de derecho de autoría, según el modelo dispuesto por Vivat Academia. Revista de Comunicación en la que se declara la cesión de derechos de autoría a la revista y se hacen explicitos los derechos de los autores respecto a la difusión y explotación del manuscrito una vez publicado.
Citas
Andersson, P. K., Kristensson, P., Wästlund, E., & Gustafsson, A. (2012). Let the music play or not: The influence of background music on consumer behavior. Journal of retailing and consumer services, 19(6), 553-560. https://doi.org/10.1016/j.jretconser.2012.06.010
Bagchi, R., & Cheema, A. (2013). The effect of red background color on willingness-to-pay: the moderating role of selling mechanism. Journal of Consumer Research, 39(5), 947-960. https://doi.org/10.1086/666466
Berčík, J., Mravcová, A., Gálová, J., & Mikláš, M. (2020). The use of consumer neuroscience in aroma marketing of a service company. Potravinarstvo Slovak Journal of Food Sciences, 14, 1200-1210. https://doi.org/10.5219/1465
Bilek, M., Vietoris, V., & Ilko, V. (2016). Shelf life extension and sensory evaluation of birch tree sap using chemical preservatives. Potravinarstvo Slovak Journal of Food Sciences, 10(1), 499-505. https://doi.org/10.5219/649
Biswas, D., & Szocs, C. (2019). The Smell of Healthy Choices: Cross-Modal Sensory Compensation Effects of Ambient Scent on Food Purchases. Journal of Marketing Research, 56(1), 123-141. https://doi.org/10.1177/0022243718820585
Bruner, G. C. (1990). Music, mood, and marketing. Journal of marketing, 54(4), 94-104. Music, mood, and marketing.
Chang, H. J., Song, J., Yeo, C., & Kim, J. (2015). Exploring factors influencing perceived quality on sportswear fabric. In International Textile and Apparel Association Annual Conference Proceedings, 72(1). University Digital Press.
Childers, T. L., & Peck, J. (2010). Informational and affective influences of haptics on product evaluation: Is what I say how I feel? In A Krishna (ed.). Sensory Marketing: Research on the Sensuality of Products. Routledge/Taylor & Francis Group, 63– 72.
Cian, L., Krishna, A., & Elder, R. S. (2015). A sign of things to come: behavioral change through dynamic iconography. Journal of Consumer Research, 41(6), 1426-1446. https://doi.org/10.1086/680673
Conick, H. (2017). The past, present and future of AI in marketing. Marketing News, 51(1), 26-35.
CNBC (2016). A $260 billion ‘ticking time bomb’: the costly business of retail returns. www.cnbc.com/2016/12/16/a-260-billion-ticking-time-bomb-the-costly-business -of-retailreturns.html
Cleaver, E. (2016). How to Help. Consumer Equality: Race and the American Marketplace: Race and the American Marketplace, 167.
De Garcillán López, M. (2015). Persuasión a través del marketing sensorial y experiencial. Opción, 31(2), 463 – 478.
Díez de Castro, E., Landa, F. y Navarro, A. (2006). Merchandising. Teoría y práctica. Ediciones Pirámide (Grupo Anaya, S.A).
Gómez, M. y García, C. (2014). The use of sensorial marketing in stores: attracting clients through the senses. En Musso, F, Y Druica, E. (eds.) (2014). Advances in Marketing, Customer Relationship Management, and E-Services.
Guenzi, P., Johnson, M. D., & Castaldo, S. (2009). A comprehensive model of customer trust in two retail stores. Journal of Service Management, 20(3), 290-316. https://doi.org/10.1108/09564230910964408
Hultén, B. (2011). Sensory marketing: the multi‐sensory brand‐experience concept. European Business Review, 23(3), 256-273. https://doi.org/10.1108/09555341111130245
Jang, J. Y., Baek, E., Yoon, S. Y., & Choo, H. J. (2018). Store design: Visual complexity and consumer responses. International Journal of Design, 12(2), 105-118.
Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does your company have the right logo? How and why circular-and angular-logo shapes influence brand attribute judgments. Journal of Consumer Research, 42(5), 709-726. https://doi.org/10.1093/jcr/ucv049
Jiménez, G., Bellido, E. y López, A. (2019). Marketing sensorial: el concepto, sus técnicas y su aplicación en el punto de venta. Vivat Academia. Revista de Comunicación, 148, 121-147. http://doi.org/10.15178/va.2019.148.121-147
Kim, J. H., Kim, M., Yoo, J., & Park, M. (2020). Consumer decision-making in a retail store: the role of mental imagery and gender difference. International Journal of Retail & Distribution Management. 49(3), 421-445. https://doi.org/10.1108/IJRDM-10-2019-0353
Klatzky, R. L., & Lederman, S. J. (1992). Stages of manual exploration in haptic object identification. Perception & Psychophysics, 52(6), 661-670.
Klatzky, R. L., Lederman, S. J., & Matula, D. E. (1993). Haptic exploration in the presence of vision. Journal of Experimental Psychology: Human Perception and Performance, 19(4), 726.
Koo, W., & Kim, Y. K. (2013). Impacts of store environmental cues on store love and loyalty: single-brand apparel retailers. Journal of International Consumer Marketing, 25(2), 94-106. https://doi.org/10.1080/08961530.2013.759044
Krishna, A. (2013). Introduction: What Is Sensory Marketing?. In Customer Sense, 1-18. Palgrave Macmillan.
Krishna, A., Lee, S. W., Li, X., & Schwarz, N. (2017). Embodied cognition, sensory marketing, and the conceptualization of consumers’ judgment and decision processes: introduction to the issue. Journal of the Association for Consumer Research, 2(4), 377-381. https://doi.org/10.1086/694453
Kühn, S. W., & Petzer, D. J. (2018). Fostering purchase intentions toward online retailer websites in an emerging market: An SOR perspective. Journal of Internet Commerce, 17(3), 255-282. https://doi.org/10.1080/15332861.2018.1463799
Lowe, J., Maggioni, I., & Sands, S. (2018). Critical success factors of temporary retail activations: A multi-actor perspective. Journal of Retailing and Consumer Services, 40, 74-81. https://doi.org/10.1016/j.jretconser.2017.09.005
North, A. C., Sheridan, L. P., & Areni, C. S. (2016). Music congruity effects on product memory, perception, and choice. Journal of Retailing, 92(1), 83-95. https://doi.org/10.1016/j.jretai.2015.06.001
North, A. C., Shilcock, A., & Hargreaves, D. J. (2003). The effect of musical style on restaurant customers' spending. Environment and behavior, 35(5), 712-718. https://doi.org/10.1177/0013916503254749
Manzano, R., Gavilán, D., Avello, M., Abril, C. y Serra, T. (2012). Marketing sensorial: Comunicar con los sentidos en el punto de venta. Pearson Educación.
Mehta, R., & Zhu, R. J. (2009). Blue or red? Exploring the effect of color on cognitive task performances. Science, 323(5918), 1226-1229. https://doi.org/10.1126/science.1169144
Milliman, R. E. (1982). Using background music to affect the behavior of supermarket shoppers. Journal of marketing, 46(3), 86-91.
Monitor™. (2017). Getting It Right. https://lifestylemonitor.cottoninc.com/getting-it-right/
Morgan, T. (2016). Visual merchandising: escaparates e interiores comerciales (3a. ed.). Editorial Gustavo Gili.
Morone, A., Nemore, F., & Schirone, D. A. (2018). Sales impact of servicescape's rational stimuli: A natural experiment. Journal of Retailing and Consumer Services, 45, 256-262. https://doi.org/10.1016/j.jretconser.2018.09.011
Palomares, R. (2009). Merchandising: Teoría, práctica y estrategia. ESIC
Romero, M., & Biswas, D. (2016). Healthy-left, unhealthy-right: Can displaying healthy items to the left (versus right) of unhealthy items nudge healthier choices? Journal of Consumer Research, 43(1), 103-112. https://doi.org/10.1093/jcr/ucw008
Reynolds-McIlnay, R., & Morrin, M. (2019). Increasing shopper trust in retailer technological interfaces via auditory confirmation. Journal of Retailing, 95(4), 128-142. https://doi.org/10.1016/j.jretai.2019.10.006
Rodríguez, C. L. (2018). The role of visual merchandising to position fashion retailers: a key place in Spanish Literature. aDResearch: Revista Internacional de Investigación en Comunicación, 17, 8-29. https://doi.org/10.7263/adresic-017-01
Roggeveen, A. L., Grewal, D., Townsend, C., & Krishnan, R. (2015). The impact of dynamic presentation format on consumer preferences for hedonic products and services. Journal of Marketing, 79(6), 34-49. https://doi.org/10.1509/jm.13.0521
Roschk, H., Loureiro, S. M. C., & Breitsohl, J. (2017). Calibrating 30 years of experimental research: a meta-analysis of the atmospheric effects of music, scent, and color. Journal of Retailing, 93(2), 228-240.
ScentAir. (2020). Engage Customers with Scent Marketing. https://scentair.com
Schmitt, B. H. (2007). Experiential marketing. Innovation, 3(5), 4.
Segura, C. y Sabaté, F. (2008). Marketing Experiencial: el marketing de los sentimientos y sus efectos sobre la mejora en la comunicación. XII Congreso de Ingeniería de Organización (págs. 267-272). II International Conference on Industrial Engineering and Industrial Management.
Spectrio (2020). Engage Your Customers. https://www.spectrio.com
Spence, C., Puccinelli, N. M., Grewal, D., & Roggeveen, A. L. (2014). Store atmospherics: A multisensory perspective. Psychology & Marketing, 31(7), 472-488.
Sullivan, M. (2002). The impact of pitch, volume and tempo on the atmospheric effects of music. International Journal of Retail & Distribution Management, 30 (6), 323-330. https://doi.org/10.1108/09590550210429531
Tauferova, A., Tremlova, B., Bednar, J., Golian, J., Zidek, R., & Vietoris, V. (2015). Determination of ketchup sensory texture acceptability and examination of determining factors as a basis for product optimization. International journal of food properties, 18(3), 660-669. https://doi.org/10.1080/10942912.2013.853186
TimeTrade (2017). The State of the Retail 2017. https://www.timetrade.com/resource/state-retail-report-2017
Vlahos, J. (2007) Scent and Sensibility. The New York Times. https://www.nytimes.com/2007/09/09/realestate/keymagaz ine/909SCENT-txt.html
Wilson, S. (2003). The effect of music on perceived atmosphere and purchase intentions in a restaurant. Psychology of music, 31(1), 93-112. https://doi.org/10.1177/0305735603031001327
Workman, L. (2010). Compulsive buying: a theoretical framework. The Journal of Business Inquiry, 9(1), 89-126.