20. Multisensory in Implementation: From Corporate Strategy to Holistic Store Concept

The topic of “multisensory” exerts an almost magical fascination on marketing and retail managers. Countless studies flood us with ever new insights into the effects and possibilities of sensory marketing. But in reality, we rarely encounter a harmonious overall concept that is attuned to all the senses. Why is the implementation so difficult? The big step from theory to practice: How does the corporate strategy get onto the surface? Often the way is already (almost) the goal and already the analysis phase decides on the success of the concept. But which heuristics help to reduce complexity in the planning phase? Are there generally valid rules for a successful overall experience? When is it time to part with a good idea in order to create a functioning whole? And does the smell of cinnamon actually go with blue wall paint? We venture into the everyday life of retail designers and let you in on our ideas for solutions and suggestions for implementation. We’ll show you what always helps us to stay on course and still break new ground. Multisensory in implementation – an approach.