The paper "Concept of Experiential Marketing" is a good example of a literature review on marketing. This paper seeks to analyze the concept of experiential marketing by conducting an extensive literature review and the criteria used by the retailer in applying this concept in their retail shops. In a nutshell, experiential marketing involves integrating emotions, logic and general thought processes to establish links with customers. The aim of this marketing approach is to create a connection such that a customer would respond to a product emotionally. In this case, retailers focus on how best to inspire thoughts about comfort and pleasure in addition to a sense of practicality. The basis of this paper is, therefore, to observe how retailers, like Tesco attempt to steer consumers in a direction that would make them purchase a good or service.
The basis is on some critical dimensions like aesthetics, education, entertainment, and escapism which are elaborated in literature by Pine (1999). Some of the retailers utilize lighting, music, display, and point of sales criteria to manipulate the kind of consumer value perception and behavior. Literature review The retail market is one of the key drivers of the UK economy following an ongoing transition from manufacturing to an economy based on services, experiences, and activities.
According to Jobber (2007, p 203), retail is a very competitive and fast-changing service industry that responds to changes in consumer values and behavior. This is in recognition of the fact that businesses are motivated not only by economic benefits but also by customer satisfaction. Crane (2002) noted that social and moral concerns should be integrated into marketing strategies. Given the fact media has become more scattered and fragmented, it is essential need to reach customers directly.
The present customers have changed how they consume the media and their perception of traditional advertisement. Retailers are therefore obliged to utilize mobile marketing, event marketing, remarketing and other approaches with an intention of penetrating the psychological orientation of customer’ s minds. Numerous research has been done to explain the effect of visual, acoustic, olfactory, and tactile dimensions of the retail atmosphere on a number of behavioral factors (Turley, 2000). These studies explain the effect of one variable e.
g music or a combination of variables e. g music and point of sales on customer behavior. Pine (2009) agrees that each individual atmospheric variable is vital in the development of retail experience. Snodgrass (1999) suggests that the ultimate effect is dependent on the customer’ s evaluation of the retail environment. As mentioned earlier, Pine (1999) provided distinct experience designs that suit the retail setting. This experiential event connects potential customers in visual, enlightening, and entertainment or escapist context.