23rd February 2013
Experiential marketing literature review.
Adolfo Dominguez case study.
Adolfo Dominguez case
Store atmosphere and environment
Limitations of the study and areas for the further research
The global economic and technological development as well as consolidation of capitalism, which resulted into the shift to the era of post-materialism, provoked an emergence of new theory named ‘experiential marketing’ that empathises individuals feelings, emotions and values (Zarantonello et al., 2013). This essay first will study the existing investigations in this topic that will be followed by the suggested model map of experiential marketing factors and links. In the second part, the case study of Adolfo Dominguez, retail company will be analysed along with propositions for further improvement. The essay aims to introduce possible framework of experiential marketing that can be applied for Adolfo Dominguez Company with focus on location advises, in-store atmosphere and web-site improvements.
1. Literature review
Holbrook and Hirschman (1982a, 1982b) who were one of the first investigators of the experiential consumption identified it as a “phenomenological in spirit and regards consumption as a primarily subjective state of consciousness with a variety of symbolic meanings, hedonic responses, and aesthetic criteria”. They emphasised the importance of customer’s emotions, which provoked further intensive discussion and investigations. Yuan and Wu (2008) extended that view arguing that experiential marketing could be achieved through sense, feel and think perceptions as well as service quality and in turn employed in retail, brand construction and marketing of the events. Authors also assert that implication of such strategies can lead to the growth of customer satisfaction that can be considered as a competitive advantage because it stimulates repetitive purchase, positive word of mouth, loyalty and growing market share (Yuan&Wu, 2008, Jones at al., 2006). Similarly, Puccinelli et al. (2009) divided customer’s experience into following areas: aims, memory, level of engagement, mood, affective processing, environment and customers’ preferences that can show more clearly the influenced areas that in the ‘title quote’(Puccinelli et al., 2009, Verhoef et al., 2009). Investigators who conducted the library research added that promotion, brand personality along with pricing and location experience, that are not included in Holbrook and Hirschman definition, have a huge impact on customer satisfaction and loyalty (Grewal et al, 2009, Verhoef et al., 2009). Similarly to the examined definition, Soars (2009) states that influence on 5 senses can largely increase duration of stay and amount of spending. Furthermore, analysis of the customer’s self-esteem identified that those who feel as “powerless” are more likely to react on “soft-sell approach” that aims to create an appealing picture of the product that associates mainly with status that restricts the target group of the title quote (Rucker and Galinsky, 2008). Moreover, Arnold et al. (2012) broadened Holbrook and Hirschman view clarifying that consumers seek different type of the experience. Some of them aim to escape to a calming atmosphere and another to receive more of “exiting” experience (Arnold et al., 2012). Following all the main points discussed in the literature, the model of experiential marketing and consumerism can be extended as follows:
Fig. 1 Experiential marketing framework
To conclude a broad research has been conducted on the topic of experiential marketing however further investigations are needed in area of practical recommendations on senses influence, location and implementation of experiential marketing in different countries.
2. Adolfo Dominguez...
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