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Erschienen in:
2018 | OriginalPaper | Buchkapitel
20. The Last Step Remains Analogue…
verfasst von : Joachim Kistner
Erschienen in: Digital Marketplaces Unleashed
Verlag: Springer Berlin Heidelberg
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Abstract
Despite the continuous increase of digital exposure, the human senses remain analogous recipients. Therefore,
creators and operators of visionary marketplaces need to put high emphasis on a multi‐sensory customer approach at the
Point of Sale (POS). Although the sense of hearing plays, next to the eye, an essential role in the processing of
information, the impact of sound is often underestimated in this context. Sound can work as element of communication to
emotionally charge brands, products and services while improving the atmosphere of retail locations.