<p><!--[if gte mso 10]> <mce:style><! /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tableau Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; text-align:justify; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} > <! [endif] ></p><p>The way of consumption has changed. Now, consumers are not only rational when purchasing. They do not buy just for the functionality of the good or service they are looking for. The consumption is more affective and consumers are considered now as poly-sensorial entities that are looking for more emotional and sensorial stimulation during their purchase process. This evolution of consumption is part of the trend that is called "retailtainnment", a mixed of "Retail" and "Entertainment". It is a concept of distribution that combines both of those two activities. Earlier studies have shown the success of using the Sensory Marketing, a concept based on stimulating the five senses in a strategy view. But, if certain senses are heavily used by companies/brands, as the sight and hearing, some are still underused, as the touch, the taste and particularly the smell. Wherefore a study on scent marketing is considered relevant to measure the potential of it. Even if several studies have already explained the important role of smell in a company's strategy, only few of them are using it. Our paper aims to go further on this subject by understanding the scent marketing in stores through the aims, the obstacles, the techniques used, in Umeå, Sweden.</p><p> </p><p>For our research, we first had to collect knowledge from scientific articles and previous studies on odours, on smells or perfumes and on scent marketing. Then, we constructed three hypothesises that helped us to conduct our research and made conclusions. Those hypotheses will be discussed by conducting a mixed-method, that is to say by combining two types of researches: a quantitative one, mainly to measure how many stores are using smell as a marketing tool, and then a qualitative one to go deeper into the reasons and how those stores are applying it. The quantitative research, based on a deductive approach, was conducted by using questionnaires. The qualitative research, based on an inductive approach was conducted by making semi-constructed interview. Both types of data collected and analyzed enable us to draw conclusions about scent marketing in Umeå. In this paper we identify the stores in Umeå that have odours or perfumes, those that are using smell as a marketing tool and their reasons to use it or not.</p><p><--></p>

The way of consumption has changed. Now, consumers are not only rational when purchasing. They do not buy just for the functionality of the good or service they are looking for. The consumption is more affective and consumers are considered now as poly-sensorial entities that are looking for more emotional and sensorial stimulation during their purchase process. This evolution of consumption is part of the trend that is called “retailtainnment”, a mixed of “Retail” and “Entertainment”. It is a concept of distribution that combines both of those two activities. Earlier studies have shown the success of using the Sensory Marketing, a concept based on stimulating the five senses in a strategy view. But, if certain senses are heavily used by companies/brands, as the sight and hearing, some are still underused, as the touch, the taste and particularly the smell. Wherefore a study on scent marketing is considered relevant to measure the potential of it. Even if several studies have already explained the important role of smell in a company’s strategy, only few of them are using it. Our paper aims to go further on this subject by understanding the scent marketing in stores through the aims, the obstacles, the techniques used, in Umeå, Sweden. For our research, we first had to collect knowledge from scientific articles and previous studies on odours, on smells or perfumes and on scent marketing. Then, we constructed three hypothesises that helped us to conduct our research and made conclusions. Those hypotheses will be discussed by conducting a mixed-method, that is to say by combining two types of researches: a quantitative one, mainly to measure how many stores are using smell as a marketing tool, and then a qualitative one to go deeper into the reasons and how those stores are applying it. The quantitative research, based on a deductive approach, was conducted by using questionnaires. The qualitative research, based on an inductive approach was conducted by making semi-constructed interview. Both types of data collected and analyzed enable us to draw conclusions about scent marketing in Umeå. In this paper we identify the stores in Umeå that have odours or perfumes, those that are using smell as a marketing tool and their reasons to use it or not.

This research explores the sensory marketing and more specifically the effect of the senses on consumers experience in the clothing distribution sector. The purpose of this paper is to understand if all the senses have an effect on the customer experience in clothing stores. To do this a primary quantitative data has been collected through a questionnaire from clothing store customers to assess the effect of different senses on their consumer experiences. The results obtained by the analyzing of the questionnaire through regression analysis concluded that there are two senses that really stand out of the lot, firstly the smell then secondly the sight.

Aujourd’hui, un nombre croissant de formats de distribution (i.e. magasins amiraux, centres commerciaux,points de vente éphémères, corners, etc.) à travers le monde adoptent la stratégie d'artification de l'expérience de magasinage, reposant sur l'introduction d'éléments artistiques dans la surface marchande. Toutefois l'utilisation de cette variable d'atmosphère s’avère pour le moment très intuitive. D’un point de vue académique, la revue de la littérature amène à qualifier ce champ de recherche d’embryonnaire. Par conséquent cette thèse se propose de mesurer l'impact de l'artification de l'expérience de magasinage sur la performance du point de vente, ainsi que sur les réactions du consommateur. Dans cette optique, une expérimentation a été réalisée à partir d’un plan factoriel manipulant la dimension artistique de l’atmosphère du point de vente. La collecte de données a été effectuée pendant deux mois dans des magasins réels, selon une méthode quantitative. Les résultats indiquent que la stratégie d'artification de l'expérience de magasinage, lorsque adoptée au seul niveau du point de vente et en tant que proposition éphémère, a pour impact positif d’améliorer la performance marketing du point de vente,ceci au niveau de la différenciation perçue du point de vente, du caractère créatif de l’image (du point de vente et des produits), de la valeur perçue de l'offre (rapport qualité/prix et désensibilisation au prix), et de la satisfaction du consommateur. En revanche l'artification de l'expérience de magasinage n'agit pas sur la performance commerciale du point de vente (ventes, taux de transformation, fidélité attitudinale), suggérant un effet de muséification avec la perte de la finalité transactionnelle du point de vente et sa reclassification fonctionnelle en musée/galerie d'art. En conclusion, l'adoption de cette stratégie expérientielle nécessite une réflexion en amont relative aux objectifs de l’entreprise (stratégie d’image vs. rentabilité directe du point de vente) puisqu’elle implique des arbitrages en termes de coûts directs et indirects concernant l'allocation de la surface marchande. / Today a growing number of retail formats (i.e. flagship stores, shopping malls, pop-up stores, corners, etc.)worldwide are adopting the shopping experience artification strategy, consisting of introducing artistic elements in the sales surface. However using this atmospherics’ variable remains for now very intuitive. From an academic perspective, this research field can be qualified as seminal. Thus this dissertation’s aim is to measure the impact of the shopping experience artification on store performance, as well as on customer reactions. In that regard, an experimentation was carried out with a factorial design manipulating the artistic dimension of store atmospherics. The data collection was conducted during two months in real retail stores, using a quantitative method. The results indicate that the shopping experience artification strategy, when adopted only at the store level and as an ephemeral proposition, positively impacts store marketing performance, namely regarding store perceived differentiation, the creative dimension of image (store’s and products’), store offering’s perceived value (price/quality ratio and price desensitization), and customer satisfaction. However the shopping experience artification does not impact store commercial performance (sales, conversion rate, attitudinal loyalty), which suggests a museumification effect with the store possibly losing its transactional purpose and being functionally reclassified as a museum/art gallery. As a conclusion, adopting this experiential strategy calls for an upstream reflection upon the company’s objectives (branding strategy vs. direct store profitability) since it implies tradeoffs regarding direct and indirect costs concerning sales surface allocation.