The influence of sensory branding strategies in-store on consumer preference: The South African skincare industry

Brand experience has a direct relationship with brand loyalty, compelling businesses to manage consumers’ brand experience. A vehicle for creating memorable brand experience is the utilisation of sensory branding, which is especially relevant to the skincare industry. The aim of this study was to investigate desired sensory branding strategies when shopping for skincare products in-store and the effect thereof on consumer preference. This study made use of a positivistic research paradigm and a descriptive research design. The sampling procedure utilised in this study was non-probability sampling, and the technique used was convenience sampling. The sample comprised 321 consumers who had bought skincare in-store at the time of the study, and a web-based self-administered questionnaire, distributed via a link on Facebook, Instagram and LinkedIn, as well as sent via e-mail to an existing mailing list, was used to collect the data. Once the data was collected, both descriptive and inferential statistics were utilised to analyse and interpret the data. From the empirical data collected in this study, it was found that visual, olfactory and tactile stimuli had the largest positive influence on the experience of shopping for skincare in-store. Furthermore, it was noted that only traditional olfactory and tactile stimuli had a direct relationship with consumer preference. From the results of this study it was concluded that the most important demographic factors for marketers to base their sensory branding strategies on was age, gender and budget. Furthermore, with specific reference to the skincare industry, consumers between the ages of 45 and 60 years were identified as a desirable target audience. Additionally, as olfactory and tactile stimuli were highlighted, it was recommended that brands facilitate interaction with the product through the use of fragrance testers or an in-store beautician, thereby stimulating both senses simultaneously.