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Sensory marketing in an outdoor out-store shopping environment – an exploratory study in Japan

Bình Nghiêm-Phú (Department of Business Communication, Fukushima National College of Technology, Iwaki, Japan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 13 November 2017

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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

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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