Judgments
Engaging Five Sense in Experience Marketing
- Institution
- University Of Dundee (UoD)
Briefly discuss of five senses with experiential marketing with application of Starbucks marketing strategy
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School of BusinessMSc Digital and Social Media Marketing
Customer Experience Design
BU51017
Individual Assignment
Essay Question 1
SEM 1 21/22
Nur Atiah Rabani binti Mohd Raziff
2475131
, Companies are now inclined towards creating experiences for customers, or what is now
called as ‘experiential marketing’ rather than stick to only traditional marketing. Traditional
marketing perceived customers as rational decision makers which concentrates on the functional
elements and key benefits of products and services (Schmitt, 1999). On the other hand,
experiences engaging customers physically, mentally, emotionally, socially, and spiritually
making the engagement meaningfully real in the consumption of the product or service (Grundy,
2008).
Pine and Gilmore (1998) identified as engaging to all five senses as the fifth principle of
experience-design. All five sensory stimulants which are sight, touch, sound, taste and smell will
generate emotional response that will lead to a better customer experience. As more senses a
person is exposed to, the more effective and memorable the experience will be (Pine & Gilmore,
1998). While the experiential marketing is engaging with all five senses, it influences the
customer’s perception, judgement and purchasing behavior on the particular brand and product.
According to Krishna (2012), engaging with all five senses can generate subconscious triggers that
depicted customer’s perceptions of the ideas of the product, which includes the quality,
satisfactory, and complexity. This explains how the human sensations could add credits to
customers experience and influence a better marketing strategy. Each of the senses will be
explained further in order to deeply understand its connections on customer experiences in
relation to the chosen experience-based business.
The best experience-based organization that has sought to create ‘retail theatre’ in this
writing is Starbucks. The interesting part of the company is that, it does not only served coffee
per se, but it promotes several factors which are quality, customer service, employee satisfaction,
and last but not least, atmosphere which is related to customer experience. Their excellent
experiential marketing has transformed the way people thought about coffee all around the
world that is instead of just being a merely coffee shop to buy a cup of coffee, it became a place
to experience a good cup of coffee. Brad Stevens, vice president of Starbucks' marketing
department, identified four critical factors in building the experience: customers must be able to
see, feel, and taste it, they must interact on an emotional level, and they must have to get a
memorable experience (Y.J. Jang and E.C. Jung). The stimulation of one's senses (sight, sound,
smell, taste, and touch) is one of Starbucks' successful experience marketing strategies. People
come to Starbucks for more than just the coffee, but they come for the atmosphere as well.
According to Hultén (2011), sight can be the most powerful sense in recognizing variations
of the environment. The vision could capture customer’s attention through colors and lights,
which would influence the emotion. In other words, the way to catch customer’s emotions and
feels through sight are depending on how the brand presenting itself through graphic designs,
interior and exteriors, as well as themes. Starbucks designs its interior made with cherry wood
complemented with warm lights that create soothing and relaxing mood. The seating
arrangement is ideal for lounging and offers plenty of space. They also offer round tables so that
single customers don't feel so isolated. In addition, the process of making the coffee or drinks is
done in front of the customers. This contributes in making customers feel more engage and
included in the coffee making process.
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