Abstract
Strategic and tactical factors come into play in shop competitiveness where, in addition to the products sold, other marketing mix variables must also be considered. There are also subjective factors, such as perceptions through the senses. This became even more important when, as a result of the COVID-19 crisis and the forced closure of certain establishments with physical sales, it was necessary to increase profitability and efficiency. The aim of this study was to determine the exact role of sensory marketing in shop efficiency and profitability, based on the guiding principles of technology, innovation, and respect for the environment. We conducted an exploratory and experimental study consisting of the creation of a sensory strategy through the adaptation of the Hulten, Broweus and Van Dijk model on a specific establishment in the current era of Industry 4.0. The results indicate an increase in sales as well as customer satisfaction and happiness after implementing the relevant strategies. The conclusions show that this model is valid and reliable for physical retail establishments, and that these business strategies can significantly contribute to the optimisation of energy resources.
Highlights
Industry 4.0 has brought with it a series of competitive advantages for companies in the digital society, especially in terms of the optimisation and flexibility of manufacturing, supply and business processes [1,2]
It is worth pointing out two aspects: first, that one of the great challenges faced by large companies that intend to implement an Industry 4.0 management model is the establishment of a robust level of energy efficiency in the daily development of their manufacturing activities [3]; second, that the robotization and automation of production processes exponentially improves organisational efficiency, and reduces labour inputs and downtime [4]
Based on the Hulten, Broweus and Van Dijk Sensory Marketing Model [33], this research aims to measure and analyse the following ratios in Aristocrazy shops: average time spent in the establishment, customer satisfaction and sales volume
Summary
Industry 4.0 has brought with it a series of competitive advantages for companies in the digital society, especially in terms of the optimisation and flexibility of manufacturing, supply and business processes [1,2]. It is worth pointing out two aspects: first, that one of the great challenges faced by large companies that intend to implement an Industry 4.0 management model is the establishment of a robust level of energy efficiency in the daily development of their manufacturing activities [3]; second, that the robotization and automation of production processes exponentially improves organisational efficiency, and reduces labour inputs and downtime [4] In this regard, it is worth noting that several academic studies on Industry 4.0 empirically show that new technological changes pose significant threats to job quality and people’s subjective happiness, unlike innovations in the past [5,6,7]. These entities will have less economic and financial risk of being absorbed by their competitors, including large multinational companies [11]
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