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The influence of sensory branding strategies in-store on consumer preference: The South African skincare industry
Journal of Brand Strategy,
12
(2),
194-220
(2023)
Abstract
Brand experience has a direct relationship with brand loyalty, compelling businesses to manage consumers’ brand experience. A vehicle for creating memorable brand experience is the utilisation of sensory branding, which is especially relevant to the skincare industry. The aim of this study was to investigate desired sensory branding strategies when shopping for skincare products in-store and the effect thereof on consumer preference. This study made use of a positivistic research paradigm and a descriptive research design. The sampling procedure utilised in this study was non-probability sampling, and the technique used was convenience sampling. The sample comprised 321 consumers who had bought skincare in-store at the time of the study, and a web-based self-administered questionnaire, distributed via a link on Facebook, Instagram and LinkedIn, as well as sent via e-mail to an existing mailing list, was used to collect the data. Once the data was collected, both descriptive and inferential statistics were utilised to analyse and interpret the data. From the empirical data collected in this study, it was found that visual, olfactory and tactile stimuli had the largest positive influence on the experience of shopping for skincare in-store. Furthermore, it was noted that only traditional olfactory and tactile stimuli had a direct relationship with consumer preference. From the results of this study it was concluded that the most important demographic factors for marketers to base their sensory branding strategies on was age, gender and budget. Furthermore, with specific reference to the skincare industry, consumers between the ages of 45 and 60 years were identified as a desirable target audience. Additionally, as olfactory and tactile stimuli were highlighted, it was recommended that brands facilitate interaction with the product through the use of fragrance testers or an in-store beautician, thereby stimulating both senses simultaneously.
Keywords: sensory branding; multi-sensory experiences; consumer preference; traditional sensory branding; skincare industry
The full article is available to subscribers to the journal.
Author's Biography
Gabriella Berman is a postgraduate student at the Nelson Mandela University in South Africa with an undergraduate degree in marketing, a Bachelor of Commerce Honours in Business Management and a Master of Commerce in Marketing Management. Additionally, she is working towards her PhD in Marketing at the Nelson Mandela University. Gabriella Berman has published in both local and international journals and has also presented at local and international conferences. She is also the acting marketing manager at Katavi Botanicals (an all-natural skincare company).
Adéle Potgieter , PhD, is a senior lecturer in the Department of Marketing Management within the Faculty of Business and Economic Sciences at the Nelson Mandela University in South Africa. Dr Potgieter is a brand specialist with a PhD in business management, and her thesis focused on the influence of personal branding and employer branding on corporate branding and corporate reputation. She specialises in experience marketing, branding, consumer behaviour and advertising and has published in local and international journals.
MadéLe Tait is Professor in the Department of Marketing Management at Nelson Mandela University, George, South Africa. She has done consulting work for retail banks as well as insurance houses, resulting from her doctorate and speciality, namely Services Marketing and Customer Relationship Management. Prof Tait is editor/co-editor and author of a number of national and international books. She has contributed articles to national and international journals and presented papers at several national and international conferences. Madéle was a Regional Winner in the Corporate Businesswomen of the Year Competition as well as one of three finalists in the Regional Business Achiever Award: Professional Category. She was invited by Nyenrode Business School, Breukelen, The Netherlands, as guest lecturer, as well at Osnabrueck Fachhochschule, Germany. Madéle was on the Council of Nelson Mandela University and also served as a Higher Education of South Africa Leadership Fellow and Honorary Professor in the Department of Marketing Management at the University of Johannesburg.
