An evaluation of product experiential marketing on customer loyalty: Evidence from a retail chain in Abuja, Nigeria.
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Background of the study
Product experiential marketing has emerged as a powerful strategy to build long-term customer loyalty, particularly within the retail sector. Retail chains in Abuja are increasingly investing in immersive marketing experiences that allow customers to interact with products in a dynamic, engaging environment (Uche, 2023). These experiences range from in-store demonstrations and interactive displays to personalized service encounters that enhance the overall shopping experience. By creating memorable and emotionally resonant experiences, retailers aim to forge deeper connections with their customers, thereby increasing loyalty and repeat business. Recent trends indicate that experiential marketing not only boosts customer satisfaction but also positively influences word-of-mouth promotion and brand advocacy (Nnamani, 2024). Moreover, the integration of technology in experiential strategies—such as augmented reality and interactive kiosks—has further elevated the consumer experience, making it a critical tool for modern retail. This study investigates how experiential marketing initiatives affect customer loyalty, examining the underlying mechanisms that transform positive experiences into lasting brand relationships.
Statement of the problem
Despite the growing adoption of experiential marketing strategies, there is limited empirical research on their direct impact on customer loyalty within retail chains in Abuja. Retailers often implement these strategies without fully understanding how experiential elements translate into sustained consumer loyalty (Obi, 2023). Challenges such as inconsistent customer experiences, high implementation costs, and the difficulty in quantifying emotional engagement pose significant barriers to evaluating the effectiveness of these marketing efforts. This study aims to address these issues by assessing the relationship between experiential marketing and customer loyalty, while identifying key factors that enhance or impede the success of such strategies (Adeyemi, 2024).
Objectives of the study:
To evaluate the impact of experiential marketing on customer loyalty.
To identify key experiential elements that drive repeat purchases.
To propose strategies for enhancing customer loyalty through experiential initiatives.
Research questions:
How does experiential marketing influence customer loyalty in retail?
What experiential elements are most effective in building loyalty?
What challenges do retailers face in implementing experiential marketing?
Significance of the study
This study is significant as it elucidates the relationship between experiential marketing and customer loyalty in the retail sector. The insights gained will aid retail managers in designing more effective experiential campaigns that foster long-term loyalty and enhance competitive advantage. Additionally, the research contributes to the academic discourse on experiential marketing by providing empirical evidence and strategic recommendations (Chukwu, 2023).
Scope and limitations of the study:
This study is limited to evaluating product experiential marketing for a retail chain in Abuja, Nigeria, and does not include other marketing strategies or regions.
Definitions of terms:
Experiential Marketing: Marketing strategies that focus on creating interactive, memorable consumer experiences.
Customer Loyalty: The likelihood of consumers to continue purchasing from a brand.
Retail Chain: A series of retail outlets operating under a common brand.
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