Abstract Purpose:The purpose of this study is to explore in-store touchpoints that help creating a positive customer experience in apparel stores. The aim of this thesis is to provide further insight that may be used for implementation of experiential marketing in stores.   Problem:As e-commerce channels are gaining more customers to the detriment of brick and mortar stores, the authors of this thesis believe it is relevant to study what apparel stores can do to enhance their customer experience. There is substantial research done on customer experience but not as much on the combination of touchpoints in-store and how that connects to customer experience. This literature gap forms the problem discussion and the research question the thesis strives to explore.   Method:An exploratory strategy with a combination of deductive and inductive research approach has been applied for the study. Through secondary data and literature search the authors explored the field of experience and in-store touchpoint elements contributing to customer experience and interaction. Further, a qualitative approach was used to form case studies on three companies; Firstly, Qmatic a global leader in helping companies seamlessly integrate online and offline touchpoints, through pioneering software and hardware systems. Secondly, the women’s fashion brand NA-KD, having sold clothes to more than 150 countries in less than two years. Thirdly, Partners, a traditional family-owned brick and mortar store selling apparel to gentlemen.   Findings and Conclusion:The analysed empirical findings present that apparel stores work differently with touchpoints depending on who their customer is. Based on the three case studies, the authors conclude that “employee and customer interaction” is the most prominent touchpoint connected with in-store environment. This element can be reinforced by other touchpoints customized for specific brands and stores, which also plays a big role for the customer experience and interaction.

The purpose of this thesis has been to investigate the phenomenon of shopping-hauls from a consumer perspective. Along with exploring ifconsumers’ purchasing behavior is affected by shopping-hauls, the aim is to provide insights into the phenomenon and how it affects consumers. In particular, the study aspires to understand whether consumers perceive shopping-hauls as a possible substitute for the need for touch. If so, shopping-hauls could be used to decrease uncertainty online. This thesis was conducted using a qualitative research method, with semi-structured interviews. The respondents in the interviews were consumers living in Sweden with knowledge of shopping-hauls. Twenty-five consumers participated in the interviews for the thesis, and they are all anonymous. The thesis has followed an inductive research approach to gain deeper understanding of the phenomena of shopping-hauls and receive new insights based on the respondents’ experiences. The literature review in this thesis includes theories about influencer marketing, sensory marketing, and online consumer behavior. Furthermore, the conceptual framework demonstrates the relationship between the mentioned theories. The empirical results of the thesis highlights challenges and opportunities which might occur when consumers make purchases online, as well as provides insights into how shopping-hauls are perceived by consumers. Based on these results, we created a three-step model for developing a strategy where shopping-hauls are used to reduce the consumer’s uncertainty when shopping online. The three steps are: Selection of influencer, identify the consumer, and evaluation.

Sinnesmarknadsföring är en viktigt aspekt för organisationer och påverkar alla människor medvetet eller undermedvetet. Studien fokuserar på tre sinnen, syn, doft och hörsel kopplat till den traditionella könsuppdelningen. Syftet är att kartlägga sinnesmarknadsföring på ett köpcentrum i Kalmar med namn Kvarteret Giraffen. Det är möjligt att segmentera efter könen för att på så sätt omfamna i stort sätt alla människor. Fallstudien undersöker hur Kvarteret Giraffen arbetar med sinnesmarknadsföring och om det är den rätta vägen att gå. Detta genomförs med kvalitativa intervjuer med både experter inom ämnet och personer med direkt koppling till Giraffen. Bör Giraffen använda sinnesmarknadsföring i förhållande till könen eller fortsätta med nuvarande strategi. Resultatet visar att Kvarteret Giraffen bör marknadsföra sig könsneutralt, men frågor och funderingar kring fenomenet uppmärksammas hos respondenter. / Sensory marketing is something every organization should take into consideration as it affects all people either consciously or subconsciously. The study focuses on three crucial senses, vision, scent, and hearing, in connection to the traditional gender divide. The purpose is to map sensory marketing on a shopping mall in Kalmar called Kvarteret Giraffen. It is possible to segment by gender, thus embracing virtually all people. The case study examines how Kvarteret Giraffen is working with sensory marketing and whether it is the right way to go or not. This is done with qualitative interviews with both experts in the subject and people with direct connection to Giraffen. Should Kvarteret Giraffen use sensory marketing relative to gender or continue with its current strategy. The result shows that Kvarteret Giraffen in question should use a gender-neutral marketing approach, however, questions and reflections about the phenomenon are noticeable among the respondents.

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Denna studie handlar om sinnesmarknadsföring i fysiska butiker inom modebranschen och den utgår från konsumentens perspektiv. Syftet med studien är att analysera hur konsumenter upplever sinnesmarknadsföring i fysiska butiker inom modebranschen. Studien undersöker även hur de olika sinnena kan påverka konsumenternas köpintention. Då vi anser att sinnena syn, hörsel och känsel är mest relevanta för studien avgränsas studien till att undersöka endast de tre sinnena. Smaksinnet och luktsinnet utesluts alltså från studien. Tidigare har det forskats mycket om sinnesmarknadsföring ur företagsperspektiv och därför ville vi undersöka hur konsumenter ser på sinnesmarknadsföring i fysiska klädbutiker. Det är en kvantitativ studie med utgångspunkt i en abduktiv forskningsansats. En enkätundersökning användes som datainsamlingsmetod och den låg till grund för analysen och resultatet av studien. Utifrån tidigare forskning formades tre hypoteser vilka testades med hjälp av chi-två test i SPSS från resultatet av enkätundersökningen. Slutsatserna vilka kan dras av studien är främst att konsumenter upplever de tre sinnena som använts i studien, syn, hörsel och känsel olika mycket. Syn och känsel ansågs bidra mycket till upplevelsen och hörseln lite mindre i jämförelse med de andra. Studien visar även att konsumenter påverkas av sinnesmarknadsföring vid köptillfället. Studien visar att respondenterna påverkas till största del av sinnena syn och känsel. Hörseln anser respondenterna däremot att de inte påverkas av. / This study centers on sensory marketing in physical stores in the fashion industry and it is based on the consumer's perspective. The aim of the study is to analyze how consumers experience sensory marketing in physical stores in the fashion industry. The study also examines how the different senses can affect consumers' purchase intention. As we believe that the senses sight, sound and touch are most relevant to the study, the study is limited to examining only the three senses. The sense of taste and the sense of smell are excluded from the study. In the past, a lot of research has been done on sensory marketing from a business perspective. Therefore, we wanted to investigate how consumers view sensory marketing in physical clothing stores. This is a quantitative study based on an abductive research approach. A questionnaire survey was used to collect data, and it formed the basis for the analysis and the results of the study. Based on previous research, three hypotheses were formed which were tested using chi-squared tests in SPSS from the results of the survey. The conclusions from the study are mainly that consumers experience the three senses used in the study, sight, sound and touch differently. Sight and touch were considered to contribute a lot to the experience and sound a little less in comparison with the others. The study also shows that consumers are affected by sensory marketing at the time of purchase. The study shows that the respondents are largely affected by the senses' sight and touch. The respondents, on the other hand, believe that they are not affected by sound.

Sensory marketing is a broad concept that can be used as a marketing tool. The sensory marketing can be used in different ways and in different environments. The most common use for sensory marketing in a B2C environment where the customer can interact with their senses more.But how do B2B companies comprehend sensory marketing in a digital environment. The use of sensory marketing is a hard marketing tool to use when applying it to the digital environment. Therefore, the purpose of this thesis has been to examine how B2B companies can implicate sensory marketing in digital marketing and how it can affect their brand image.  The research questions were to be answered by using qualitative case study where eight different industries within the B2B companies participated in semi-structured interviews.  Using the qualitative method to get a more in-depth understanding of how different industries within the B2B companies use sensory marketing is the right choice for collecting correct data. Later in the thesis the collected data is going to be analyzed and discussed with the theory for the purpose to see similarities and differences.  The conclusion of this explains to those B2B companies that were interviewed for this thesis, that the use of sensory marketing is not a conscious decision. The companies use vision and hearing as a subconscious method of spreading awareness about the companies. Although the B2B companies feel it's hard to imply for the business the choice of using the other sense is not aucurrent for their business.

Background: After the boom of mukbang videos in South Korea and its popularity spread tothe rest of the world, companies have started to use mukbang influencers tobuild a strong brand identity and to create a topic for debate.Purpose: The purpose of this study is to examine womens’ outlook on mukbang videosand marketing in mukbang videos.Method: The study has a qualitative study method, where an abductive approach hasbeen chosen. Nineteen digital interview have been done to get answers to ourstudy.Conclusion: Together with the study’s empirical data and analysis, this study has been ableto clarify women’s attitude towards mukbang videos and mukbang influencerswith an insight into the differences in the generations. The result of the studyshowed that a majority of the respondents have a positive attitude towardsmukbang but that there were some critical aspects regarding the marketing ofthe products. The respondents answered that the reason for the criticism wasthat paid marketing is not seen as truthful review according to them.

The emergence of online stores specializing in fast fashion apparel has presented a significant challenge to brick-and-mortar stores and has had detrimental consequences for the environment. Consequently, it is essential for physical stores to stay informed about emerging trends in physical store design. Currently, the fashion industry is acknowledged as a highly detrimental sector in terms of its environmental impact, attributable to its extensive utilization of harmful chemicals, substantial consumption of energy and water resources, and contribution to waste generation and pollution. Therefore, it is imperative to adopt more sustainable practices when it comes to purchasing apparel, particularly in light of sustainability concerns. Moreover, physical second-hand stores play a crucial role in promoting sustainability by offering pre-owned items. To attract customers, these stores need to cultivate a more appealing ambiance and atmosphere. To achieve this, the implementation of a sensory marketing strategy within physical second-hand stores can be employed to enhance the customer experience. By engaging the senses of smell, touch, vision, and hearing in a cohesive manner, a sensory marketing strategy can potentially contribute to a more enjoyable shopping experience and attract customers to physical second-hand stores. This study adopts a qualitative approach, collecting empirical data through semi-structured interviews with female participants aged between 18 and 60 years old in Sweden. The interviewees consisted of individuals who frequently made purchases in physical second-hand stores, as well as those who did so less frequently. The empirical findings were subsequently analyzed in conjunction with the existing literature. The research findings conclude that the implementation of sensory marketing techniques in physical second-hand stores has the potential to enhance the store's image, market position, and overall attractiveness. Creating congruence among the senses can result in a positive customer experience and a pleasant atmosphere, thereby increasing the likelihood of customers choosing to purchase apparel from second-hand stores. Additionally, the study reveals a growing interest among customers in sustainable shopping choices, leading to an increased inclination to opt for second-hand items.

This bachelor degree addresses the importance of sensory marketing in the swedish fashion retail industry among women. The concept of “store death” has become an increasingly talked about topic in Sweden and is something that affects both consumers, entrepreneurs and business owners alike. This is partially because of the rapid growth of technology and the internet which in turn has made it easier to go online and find what you are looking for in the e-commerce market. Sars-Cov-2 has also been a big factor this last year and has forced stores to go out of business a lot faster and pushed some of them to enter the e-commerce market instead. This has reshaped how consumers and business owners look at the retail market and forced them to try to adapt to changes. The purpose of this research is to analyse what makes the female swedish consumers buy things in physical stores. The authors want to examine how the consumers feel and think regarding physical shopping and see if a sensory marketing perspective can help slow the pace in which stores have to close down

The beauty industry has been around for centuries and keeps growing and developing daily. The industry has not been slowing down during the spread of the virus covid-19 but has had a fast platform change. Most brands today are available online and promoted by influencers on social media platforms. However, the question remains if it is achievable to get an equivalent experience of beauty products that one would get in-store online as when scrolling on social media.The purpose of this study was to see how beauty companies work with sensory marketing on their own and through influencers' social media platforms, with the effect of captivating young women's interest in their products and brand. The question of whether the effect of sensory marketing and the persona that influencers effuse on beauty products was a new gap. It was also interesting to see if customers are affected by sensory marketing and influencers when making an online beauty purchase decision. Beauty products are personal and specific and often seen as complex to buy online since they have particular formulations, scents, and colors. The empirical findings are conducted through a pilot interview with an extensive beauty company in the Swedish beauty sector. The interview with the head of sales gave the ground information and peeked into the workaround influencer and sensory marketing. Then that information could be used as a base for the questions in structured customer interviews. The findings were then presented and analyzed with the literature review to make a final result and answer the question.The conclusion of the thesis showed that the young women in generation Z were a part of the online beauty movement. Considering that most young women followed influencers where they got to learn, explore and get an insight, they could easily make purchase decisions. The result showed a positive effect on the combinations of influencers and sensory marketing on generation Z due to their perception. The result also showed a more significant effect on the trust of a persona than sensory marketing, as getting to know the influencer's personality had a more significant impact than something being aesthetically pleasing.