Sensory Marketing of Outlets
Create and Manage Atmosphere of Outlets
Coordinated by Sophie Rieunier, Senior Lecturer at IAE of Paris
Editions Dunod - 2002
In face of homogenization of product offer, retailers must use the atmosphere of their outlets as a real marketing tool which is able to attract, keep and guide customers through shops, but also able to ensure strong positioning to the trade name. Each factor of atmosphere (music, scent, colour, light, …) must be the subject of a real strategic thought. Thus this book describes a marketing approach to implement for creating an efficient atmosphere within the outlet. The latest edition, entirely updated, is enriched by a new chapter: “How to manage tactile sensations?”
