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  • Author or Editor: Elisa B. Schweiger x
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Elisa B. Schweiger, Anne L. Roggeveen, Dhruv Grewal and Nancy M. Puccinelli

To remain competitive, brick-and-mortar retailers need to create unique, engaging in-store experiences, such that they evolve from simply competing at a merchandise level and ensure holistic retail experiences that encourage customers to keep coming back. In this chapter, we examine how the five sensory components – vision, audition, olfaction, touch, and taste – can enhance customer engagement in the pre-purchase and purchase stages. This chapter reviews research that demonstrates how pre-purchase- and purchase-stage sensory touchpoints impact customer engagement.