Creating the futuristic retail experience through experiential marketing: Is it possible? An exploratory study
Tóm tắt
The rapid pace of globalisation, increased competition and excessive brand clutter are changing the market landscape in retail and posing new challenges for marketers and customers alike. Coupled with economic slowdown, environmental crises and more discerning consumers, marketers are employing innovative strategies to address the changing consumer profiles. Marketers are building brands based on inputs, and aim to create experiences that shall be cherished forever. In today's global marketplace, it is all about feel, relate and act. This is driving the consumption and choice of brands. The human interface is becoming a critical component and is providing the necessary touchpoints for generating memorable experiences. This research article examines and analyses the aspects of experiential marketing, both from the marketer's as well as the consumer's point of view. This article further addresses the issue of how to create and implement experiences in retail segment, and explains a model that proposes a new way of looking at experiential marketing.
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