Multisensorisches Marketing am Point of Sale (POS)

The POS is the interface between retail and consumers, as it is here that consumers and products meet directly, revealing the extent to which the applied marketing concepts convince consumers. The aim of this work is to highlight the advantages and effects of multisensory brand strategies at the POS and to explore how consumer perception at the point of sale can be influenced. To this end, fundamental approaches from behavioral sciences and consumer research, as well as the process of human perception, will first be explained. Subsequently, the possibilities for implementing multisensory design at the POS will be discussed, along with its economic potential.