The Hulten, Broweus and Van Dijk model of sensorial marketing applied to retail of textiles in Spain

Through this study it is intended to give relevance to the elements that make up the sensorial marketing, highlighting its potential for the improvement of the user's shopping experience at the point of sale. To carry out the research, the Hulten, Broweus and Van Dijk (2009) model on sensorial marketing has been adapted with the main objective of analyzing the perception and the attitudes of the consumers to different sensorial elements of Communication proposed by the Sevillian store Blanco Numero 1. The method used was, on the one hand, a documentary research and, on the other hand, a causal- quantitative exploratory study consisting in creating a sensory strategy. The results obtained show the importance of sensorial marketing, since, in this real case, there is a considerable increase in sales, in the time of permanence of customers and even in the satisfaction of the customers. Therefore, it has been concluded that the Hulten, Broweus and Van Dijk model is valid and reliable for a small commercial establishment such as the one that has been studied.