Sensory marketing in an outdoor out-store shopping environment – an exploratory study in Japan
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 13 November 2017
Abstract
Purpose
The purpose of this paper is to investigate the sensory marketing activities in an outdoor out-store shopping environment.
Design/methodology/approach
The study synthesizes the existing literature to build up an integrative conceptual framework of sensory marketing from the supply-side perspective. An observational study then follows to demonstrate how sensory marketing has been implemented in an outdoor out-store shopping environment in Japan.
Findings
The study has proved that there is an outdoor out-store marketing environment where marketers use sensory cues to provide the information about their shops and products/services to their potential customers. When looking at each shop separately, the dominant sensory cues are the visual ones; however, in the outdoor out-store marketing environment of a shopping street as a whole, the combination of visual, audio, and tactile cues is a popular practice. In addition, it is observed that some outdoor out-store marketing practices are oriented toward the local cultural values.
Research limitations/implications
Implications for shopping environments management are discussed.
Originality/value
The study extends the theories on shopping environments to an outdoor out-store context, and supports the implementation of experiential marketing and context marketing.
Keywords
Citation
Nghiêm-Phú, B. (2017), "Sensory marketing in an outdoor out-store shopping environment – an exploratory study in Japan", Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 5, pp. 994-1016. https://doi.org/10.1108/APJML-09-2016-0178
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited