A Study of the Relationship between Sensory Marketing Strategies and Customer Loyalty in Experiential Retail Environments

Accompanied by the increasing consumer quality and the exploration of enterprises centered on user experience, the new retail model has emerged, and the emerging retail model also plays an important role in enhancing customer loyalty. This paper establishes an experiential sensory marketing model by combining perceptual theory and emerging technology from the basic features of the new retail model. Multiple linear regression model is used to study the influence of experiential sensory marketing mode on customer loyalty, and the correlation coefficient is used to analyze the correlation between the two. The correlation coefficients between the experiential sensory marketing model and customer loyalty range from 0.457 to 0.669, which is a moderate correlation. For every 1 percentage point increase in experiential sensory marketing mode, there is a significant increase of 0.647 percentage points in customer loyalty, and the average score value of customer attention under experiential sensory marketing strategy is 4.31 points. The sensory marketing strategy in experiential retail environment needs to improve the marketing standardization system, relying on professional service platform to improve the customer’s emotional experience, and then enhance customer loyalty.