El marketing experiencial como estrategia de diferenciación en la promoción de marcas de ropa de los centros comerciales sector La Carolina, en el año 2023

Abstract

The purpose of this article is to analyze experiential marketing as a differentiating strategy, focused on the promotion used by clothing brands located in shopping centers in the La Carolina sector, during the year 2023, through qualitative and quantitative research, which seeks to explain how the experiences offered by brands influence the perception of consumers and their purchasing decision. The article addresses the importance of creating emotional links between the brand and the customer, through the use of memorable sensory and personalized shopping experiences, for which several implemented promotional campaigns have been analyzed, identifying the most effective tactics for sales. Experiential marketing not only improves brand differentiation, but also increases consumer loyalty, concluding that this approach is essential to compete in an increasingly saturated market.