Marketing sensorial como estrategia para mejorar la experiencia del cliente en tiendas físicas de productos naturales

Abstract

Sensory marketing is considered an effective strategy to enhance the shopping experience in physical stores selling natural products. The main objective of this study was to analyze the perception of sensory stimuli and the shopping experience reported by customers who frequent establishments in the northern sector of Guayaquil. A mixed-method approach was used, applying 384 online surveys to customers and conducting interviews with three store managers, under a non-experimental, cross- sectional design. The results show that sensory stimuli are indeed perceived, although not uniformly. Scent was the most remembered stimulus for 70.3% of participants; 50.5% considered it noticeable, while 49.5% perceived it as less relevant. Additionally, 72.9% associated the scent with feelings of naturalness and well-being. Lighting was rated as adequate by 57.8% of respondents, while 42.2% considered it inadequate, indicating differences across areas of the store. Regarding ambient music, 42.7% indicated its presence and 57.3% did not, although 54.2% stated that it contributes to their comfort. Furthermore, 69.3% reported that the store environment influences their decision to return. On the other hand, the colors of the space did not attract the attention of 65.1% of customers. Tactile contact with products was limited, with responses of "rarely" (44.3%) and "never" (36.5%) predominating when handling or trying products. In conclusion, the environment—especially the scent and its consistency—is related to a more positive shopping experience and a greater intention to return among customers.