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 emerged as a powerful tool in retail, aiming to create immersive, memorable experiences that go beyond traditional advertising. In Lagos, shopping malls are increasingly adopting experiential approaches to engage consumers through interactive events, live demonstrations, and sensory activations. These tactics allow retailers to foster emotional connections with customers by enabling hands-on experiences that illustrate product benefits in real-time. By leveraging interactive displays, pop-up installations, and themed events, malls can enhance customer engagement and drive foot traffic while also cultivating brand loyalty. Recent studies indicate that experiential marketing not only increases consumer satisfaction but also generates positive word-of-mouth, which is crucial in a competitive market environment (Adeyemi, 2023). This study examines the design, execution, and outcomes of experiential marketing campaigns within a shopping mall setting, highlighting how such strategies can influence purchase intentions and enhance overall brand perception. The investigation also considers the role of digital integration—such as social media sharing and mobile app interactivity—in amplifying the impact of live experiences. Challenges such as high implementation costs, logistical complexities, and measuring ROI are also discussed, with the aim of providing actionable insights for retailers striving to innovate their marketing mix.
Statement of the problem:
Retailers in Lagos face the challenge of standing out in a crowded market where consumers are bombarded with digital and traditional ads. Although experiential marketing has the potential to drive engagement and sales, many shopping malls struggle with implementing these tactics effectively due to high costs, operational complexities, and difficulty in quantifying their impact. There is a gap in empirical research that specifically evaluates how experiential marketing influences consumer behavior and overall sales performance in retail environments. This study aims to address these issues by critically assessing the effectiveness of experiential tactics and identifying key factors that can optimize their impact (Ogunyemi, 2024).
Objectives of the study:
To evaluate the impact of experiential marketing on consumer engagement and sales conversion.
To identify key challenges in the implementation of experiential marketing tactics in retail.
To propose strategies for optimizing experiential marketing to enhance customer experiences.
Research questions:
How do experiential marketing tactics influence consumer purchase behavior?
What are the main challenges retailers face when implementing experiential marketing?
How can experiential marketing strategies be optimized to maximize ROI in retail settings?
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. By understanding the key drivers and challenges, shopping malls in Lagos can refine their marketing strategies to enhance consumer engagement, boost sales, and build lasting brand loyalty. The findings will contribute to the broader literature on retail marketing innovation and offer practical recommendations for future campaigns (Adeyemi, 2023; Ogunyemi, 2024).
Scope and limitations of the study:
This study is limited to evaluating experiential marketing tactics within a shopping mall in Lagos and does not extend to other retail environments or digital-only campaigns.
Definitions of terms:
Experiential marketing: Marketing tactics that engage consumers through immersive, interactive experiences.
Consumer engagement: The depth of involvement and interaction a customer has with a brand.
Shopping mall: A retail complex comprising various stores and entertainment venues.
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