Exploring how autonomous sensory meridian response (ASMR) enhances phygital fashion retail experiences

Purpose Despite the growth of online fashion retailing, the ability to translate sensory experiences relating to texture and tactile responses remains an unresolved opportunity. The purpose of this research is to explore the potential for the growing autonomous sensory meridian response (ASMR) phenomenon to be used in retail marketing content in the fashion sector to enhance sensory aspects of online customer experiences. Design/methodology/approach This research took an interpretive exploratory approach, using audio-visual prompts and semi-structured interviews to provide qualitative insights into the experiences of young fashion consumers when watching retail marketing content created commercially using ASMR-related techniques. Findings The findings indicate that ASMR-related content can enhance all dimensions of online customer experience and improve product and brand perceptions. The ability to create tactile-like sensations through ASMR audio-visual techniques points to an opportunity for ASMR-conscious content to be used in phygital retail environments and communications, effectively enhancing product and brand attributes. Originality/value In this emerging field, and to the best of the authors’ knowledge, this study represents the first investigation of ASMR within the context of digital service interactions in fashion retail. It advances understanding of the sensory and emotional dimensions of customer experience by demonstrating how cross-modal stimuli, specifically ASMR-triggering audio-visual techniques, can evoke tactile-like sensations. The study also identifies directions for future research on the potential of ASMR to enhance digital and phygital retail customer experiences.