A comparative study of experiential marketing in retail environments: Evidence from a shopping centre in Lagos.
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Background of the Study
Experiential marketing has emerged as a dynamic approach in the retail sector by engaging customers through immersive, interactive experiences. In Lagos, a leading shopping centre has implemented various experiential marketing tactics—such as live demonstrations, interactive installations, and in-store events—to create memorable consumer experiences that go beyond traditional advertising. This study investigates how experiential marketing influences consumer behavior by fostering emotional connections and enhancing brand recall. Retailers use sensory stimuli and personal interactions to differentiate their brand in a competitive market, ultimately driving foot traffic and sales (Adebayo, 2023). The study further explores how these experiences can lead to increased customer loyalty and positive word-of-mouth. However, challenges exist, including the high cost of implementation and the difficulty in measuring return on investment. By using a mixed-methods approach that incorporates quantitative sales data and qualitative consumer interviews, the research aims to compare different experiential tactics and evaluate their effectiveness in engaging consumers at the shopping centre. The findings are expected to contribute to the broader literature on experiential marketing, offering practical recommendations for retailers seeking to optimize in-store experiences to enhance customer satisfaction and drive revenue (Adebayo, 2024).
Statement of the Problem
Despite the growing trend of experiential marketing, there is limited empirical evidence regarding its comparative effectiveness in retail environments in Lagos. Retailers face challenges in measuring the direct impact of sensory and interactive experiences on consumer purchasing behavior and long-term loyalty. Moreover, the high cost of experiential initiatives and the variability of consumer responses complicate the assessment of their overall value (Adebayo, 2023). This study seeks to address these gaps by comparing different experiential marketing tactics within a shopping centre and determining which elements most effectively enhance consumer engagement and drive sales, thereby offering actionable insights for retailers.
Objectives of the Study
To compare various experiential marketing tactics used in the shopping centre.
To evaluate their impact on consumer engagement and sales.
To recommend best practices for optimizing experiential marketing strategies.
Research Questions
Which experiential marketing tactics yield the highest consumer engagement?
How do these tactics influence purchasing behavior?
What are the cost–benefit considerations for implementing these strategies?
Significance of the Study
This study is significant as it provides empirical insights into the effectiveness of experiential marketing in retail settings. The findings will assist retail managers in Lagos in developing innovative, cost-effective strategies that enhance consumer engagement and drive sales, contributing to stronger brand loyalty and competitive advantage (Adebayo, 2023).
Scope and Limitations of the Study
The study is limited to one shopping centre in Lagos and focuses exclusively on in-store experiential marketing tactics, excluding online digital experiences.
Definitions of terms
Experiential Marketing: Marketing strategies that engage consumers through interactive and immersive experiences.
Retail Environment: The physical setting where goods and services are sold.
Consumer Engagement: The level of interaction and emotional involvement between customers and a brand.
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