AN ASSESSMENT OF EXPERIENTIAL MARKETING IN RETAIL ENVIRONMENTS: A CASE STUDY OF A BOUTIQUE STORE IN ABUJA, NIGERIA.
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Background of the study:
Experiential marketing in retail environments involves creating immersive, memorable experiences that engage consumers and build strong emotional connections with a brand. Boutique stores in Abuja are increasingly utilizing experiential marketing tactics—such as interactive displays, in-store events, and personalized service—to differentiate themselves in a competitive market (Chinwe, 2023). These experiential elements aim to transform the shopping experience from a transactional process into an engaging journey that fosters customer loyalty and enhances brand perception. By integrating sensory experiences with digital innovations, such as augmented reality mirrors and interactive kiosks, retailers can offer unique, personalized experiences that appeal to modern consumers. Additionally, experiential marketing helps generate word-of-mouth promotion and social media buzz, which can significantly expand the store's reach. However, implementing these strategies requires substantial investment and careful planning to ensure consistency and relevance. This study explores how experiential marketing impacts consumer behavior and purchase decisions in boutique retail settings, examining both the benefits and challenges associated with creating immersive shopping experiences (Okafor, 2024). The research aims to provide actionable insights for boutique retailers seeking to leverage experiential marketing to boost engagement and drive sales (Ibrahim, 2025).
Statement of the problem:
Despite its potential to transform customer experiences, experiential marketing remains underutilized by boutique stores in Abuja due to high costs, operational challenges, and difficulties in measuring its impact on sales (Chinwe, 2023). Retailers often struggle to design experiences that are both innovative and aligned with brand identity, leading to inconsistent consumer responses. Furthermore, a lack of robust performance metrics hampers the evaluation of these campaigns, leaving retailers uncertain about the return on investment. Addressing these challenges is essential to harness the full potential of experiential marketing in retail.
Objectives of the study:
To assess the impact of experiential marketing on consumer behavior.
To identify challenges in implementing experiential strategies in retail.
To propose recommendations for optimizing experiential marketing efforts.
Research questions:
How does experiential marketing influence consumer purchase decisions?
What challenges do boutique retailers face in executing experiential marketing?
What strategies can improve the effectiveness of experiential campaigns?
Significance of the study:
This study is significant as it offers practical insights into the benefits and challenges of experiential marketing in retail. The findings will guide boutique stores in Abuja to create more engaging in-store experiences, thereby enhancing customer satisfaction, loyalty, and sales performance (Ibrahim, 2025).
Scope and limitations of the study:
The study is limited to a boutique store in Abuja, Nigeria, focusing exclusively on experiential marketing within the retail environment.
Definitions of terms:
Experiential Marketing: Strategies that engage consumers through immersive experiences.
Boutique Store: A small, specialized retail shop offering unique products.
Retail Environment: The physical and digital setting where consumer transactions occur.
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