Hearing (audition)
Sight (vision)
Taste (gustation)
The Journey ¦ Hierarchy of Effects
Awareness
1. INFORMATION
Knowledge Gathering
Liking
2. ATTITUDE Forming
Preference
Conviction
3. DESIRE Fulfilment
Purchase
The New Paradigm
Crafting the Ultimate Experience ¦ Objectives
✓ Increase sales
✓ Stimulate impulse and reminder buying
✓ Raise customer traffic
✓ Present and reinforce the retailer image
✓ Inform customers about goods and
services
✓ Popularize new stores and Web sites
✓ Enhance customer relations and Maintain
customer loyalty
✓ Have consumers pass on positive
comments
Promotional Mix
Display Sample Coupons Contest Demo
Non- Sponsored
Non- Out of Paid /
Paid Sponsored personal / / Not Paid
Personal Store Non-Paid
Personal Sponsored
Personal
Advertising Public Relations Sales Promotion Selling
Online Vs. Brick & Mortar
Online / Offline Integration
The Future &
The Internet of Things
A Final Word ¦ The Formula For
Success
• Retail and technology will become even more inseparable
• Connecting the Store and the Online World
• Requires Ingenuity & Sophistication
• How retailers can personalize, customize, digitize and
socialize
• Personalization will become increasingly important to
consumers
• Tailored Messages, enabling power to customer to be unique
• Stores providing unique in-store integrated experiences will
thrive.
Thank You