La creazione del valore passa attraverso i sensi. Il caso Perugina

In the current business scenario the multi-sensorial approach is becoming more and more important in order to analyse and comprehend the consumer behaviour. This paper deals with the multi-sensorial perspective in two steps. First, it refers to the most recent literature to analyze the separate sensorial levels, both from the customers’ point of view (how five senses guide individuals to their purchases) and the firms’ point of view (which devices should be activated to create a sense experience and try to influence consumers). Then, the paper analyzes an important Italian case-study: Perugina. The experiential and sensorial marketing strategies of the firm are discussed from three different perspectives: product, communication and point of sale, namely the tactical means of experiential marketing. The paper ends with a synthetic consideration about why the multi-sensorial approach could be so relevant to value creation and to sustain a significant and long-term competitive advantage. It also discusses some managerial implications for other firms who seek to implement a sensorial marketing strategy.