Sensory Cues as Retailing Innovations: The case of Media Markt

Abstract

What impact do visual and auditory sensory cues as retailing innovations exert on shopper’s approach and touch behaviour at point-of-purchase in a grocery retail setting? The presented research depicts shopper’s behavioral response in relation to the influence of sensory cues for an appealing and attracting store atmosphere and design. The author presents a review of theoretically relevant work and a field study through experimental and observational methods in examining the effects of visual and auditory sensory cues as innovations in a retail setting. In the reported study, the author finds significant behavioral effects of introducing visual and auditory sensory cues on shopper’s approach and touch behaviour. The findings offer guidelines for retail managers in applying sensory cues as retailing innovations in relation to the human senses in creating successful in-store experiences at point-of-purchase.