An assessment of experiential marketing tactics in retail: Evidence from a shopping mall in Lagos, Nigeria.
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Background of the study:
Experiential marketing tactics have increasingly become a vital component for retail establishments aiming to create immersive consumer experiences that extend beyond traditional advertising. In Lagos, shopping malls are leveraging interactive events, product demonstrations, and sensory engagements to attract and retain customers (Adeyemi, 2023). This study explores how experiential marketing creates memorable brand encounters that foster emotional connections and drive purchase intent. Retailers are now focused on crafting personalized experiences that engage multiple senses, thus influencing consumer perceptions and behavioral responses (Ogunyemi, 2024). The research highlights the integration of digital elements with physical experiences to elevate customer satisfaction and brand loyalty. The dynamic nature of consumer expectations in urban environments, particularly in Lagos, underscores the need for innovative marketing tactics that can capture attention in a competitive marketplace. By combining traditional retail strategies with experiential elements, shopping malls are setting new benchmarks in consumer engagement. This investigation critically examines the effectiveness of these tactics in converting foot traffic into sales, while also considering the challenges of implementation and measuring return on investment. Recent studies suggest that experiential marketing can significantly enhance brand recall and stimulate word-of-mouth recommendations (Balogun, 2023). In this context, the study seeks to provide comprehensive insights into the design and execution of experiential strategies that resonate with modern retail consumers.
Statement of the problem:
Retailers in Lagos face the challenge of differentiating themselves in an increasingly saturated market where traditional advertising methods have lost some of their effectiveness. Although experiential marketing tactics are being adopted, there is limited empirical evidence on their direct impact on consumer behavior within shopping malls. Retail managers often struggle with quantifying the return on investment from immersive experiences and overcoming logistical challenges in execution (Akinola, 2023). This study addresses the gap by critically assessing how experiential tactics influence customer engagement and sales conversion. The research aims to identify the obstacles in implementing such strategies and provide actionable recommendations to optimize consumer experiences, thereby enhancing overall brand performance (Ogunyemi, 2024).
Objectives of the study:
To evaluate the impact of experiential marketing tactics on consumer engagement.
To analyze the relationship between immersive experiences and sales conversion.
To propose strategies for optimizing experiential marketing in retail environments.
Research questions:
How do experiential marketing tactics influence consumer behavior in shopping malls?
What are the challenges in implementing experiential strategies in a retail setting?
How can retailers optimize these tactics to enhance sales conversion?
Significance of the study:
This study is significant as it provides retail managers and marketers with evidence-based insights into the effectiveness of experiential marketing tactics. The findings will assist in refining strategies that enhance consumer engagement and drive revenue growth, thereby contributing to more innovative and competitive retail practices in Lagos (Adeyemi, 2023; Balogun, 2023).
Scope and limitations of the study:
This study is limited to assessing experiential marketing tactics within a shopping mall in Lagos, Nigeria, and does not extend to other retail formats or geographical regions.
Definitions of terms:
Experiential marketing: A strategy that engages consumers through interactive, real-world experiences.
Consumer engagement: The depth of a consumer's cognitive, emotional, and behavioral investment in brand interactions.
Immersive experience: A marketing approach that fully engages the senses to create a memorable brand encounter.
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