How Can B2B Companies Improve Their Customer Experience.pdf

How can B2B companies improve
their customer experienceBy using sensory marketing in a digital context

Author: Caroline Hallgren & Paula
Mamusha
Supervisor: MaxMikael Wilde Björling.
Examiner: Kaisa Lund.
Date: 26 May 2021
Subject: : Business Administration III
Level: Degree of Bachelor.
Course Code: 2FE67E.


Abstract
Sensory marketing is a broad concept that can be used as a marketing tool. The
sensory marketing can be used in different ways and in different environments.
The most common use for sensory marketing in a B2C environment where the
customer can interact with their senses more.But how do B2B companies
comprehend sensory marketing in a digital environment. The use of sensory
marketing is a hard marketing tool to use when applying it to the digital
environment. Therefore, the purpose of this thesis has been to examine how
B2B companies can implicate sensory marketing in digital marketing and how it
can affect their brand image.
The research questions were to be answered by using qualitative case study
where eight different industries within the B2B companies participated in
semi-structured interviews. Using the qualitative method to get a more in-depth
understanding of how different industries within the B2B companies use sensory
marketing is the right choice for collecting correct data. Later in the theisi the
collected data is going to be analyzed and discussed with the theory for the
purpose to see similarities and differences.
The conclusion of this explains to those B2B companies that were interviewed

for this thesis, that the use of sensory marketing is not a conscious decision. The
companies use vision and hearing as a subconscious method of spreading
awareness about the companies. Although the B2B companies feel it's hard to
imply for the business the choice of using the other sense is not aucurrent for
their business.

Keyword
B2B company, sensory marketing, digital marketing, customer experience,
brand image and touchpoints


Acknowledgement
We would like to express our deepest appreciation to all the participants that
have dedicated their time and knowledgment to help us with completing this
bachelor thesis. Therefore we would like to send a special thanks to all of the
interviewees that has taken place in this thesis without their help, knowledge and
time our research would have been completed.
This bachelor thesis would not have been possible without the support, valuable
advice and nurturing of our supervisor MaxMikael Wilde Björling. We would
also like to send a special thanks to our examiner Kaisa Lund as well as our
opponents for their time and constructive criticism during the seminars that have
helped us develop and improve the quality of our bachelor thesis.

Linnéuniversitetet
Kalmar, 21 May 2021

______________
Caroline Hallgren

_____________

Paula Mamusha


Table of Contents
1. Introduction
1.1 Background
1.2 Problem discussion
1.2.1 Theoretical problematization
1.2.2 Research gap
1.2.3 Managerial problematization
1.3 Purpose
1.4 Research questions
1.5 Delimitations

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2. Theory
2.1 Relationship within B2B in a digital environment
2.1.1 Introduction to the subject
2.1.2 Relationships in B2B marketing
2.1.3 B2B marketing in a digital environment
2.2 Stimulating the customers five senses

2.2.1 Introduction to the subject
2.2.2 The four different elements in Sensory marketing
2.2.3 The connection between Sensory marketing and Customer
Experience
2.2.4 Response and stimuli
2.3 Adapting sensory marketing in a digital environment
2.3.1 introduction to the subject
2.3.2 Advantages with marketing in a digital environment
2.3.3 Sensory marketing adapts in a digital manner
2.4 Brand Image & Expectation
2.4.1 Introduction to the subject
2.4.2 The experience economy
2.4.3 Image, expectations and touchpoints
2.5 Theoretical synthesis

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3. Methodology
3.1 Research approach
3.2 Research strategy
3.3 Research design
3.3.1 Multiple case study
3.4 Type of data
3.4.1 Primary data
3.5 Research method
3.5.1 Semi-structured interview

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3.6 Operationalisation
3.7 Selection of Cases
3.7.1 Company and employees criterias
3.7.2 Table of cases

3.8 Data Analysis
3.9 Quality of research
3.9.1 Reliability in qualitative research
3.9.2 Validity in qualitative research
3.10 Ethical considerations
3.11 Sustainability considerations

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4. Empirical findings
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4.1 Company cases
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4.1.1 MilliFormis
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4.1.2 Advoco communication
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4.1.3 MADE FOR
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4.1.4 Company A
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4.1.5 Grant Thornton
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4.1.6 Tellit/ Finansia
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4.1.7 WiseIT
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4.1.8 Stokab
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4.2 General strategies within marketing in case companies
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4.3 Starting to know your customer
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4.4 Stimulating the customers five senses
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4.4.1 Sensory marketing in B2B companies
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4.4.2 Barriers for adapting sensory marketing
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4.4.3 Gain benefits and differentiation through Sensory marketing33
4.5 Brand Image & Expectation
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4.5.1 General strategies within Brand image in case companies
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4.5.2 Brand expectation in correlation with Brand image
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4.5.3 Customer journey mapping and touch points
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4.5.4 The value of understanding the customers expectations
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5. Analysis

5.1 Stimulating the customers five senses
5.2 Image & expectation
5.3 Knowing your B2B customer in a digital environment
5.4 Sensory marketing adapts in an digital environment

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6. Conclusion
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6.1 Answering the research question
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6.1.1 How B2B companies use sensory marketing to enhance their
brand image
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6.1.2 The barriers for companies for using sensory marketing in a
B2B digital context
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6.2 Theoretical Implications
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6.3 Managerial Implications
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6.4 Social, Ethical and Sustainable Implications
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6.5 Limitations

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6.6 Suggestions for future Research
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1. Introduction
1.1 Background
In this thesis, the authors have chosen to examine how B2B companies use sensory
marketing in a digital environment to improve their customers' experience. Before this
study began, a prejudice existed, that it is mainly B2C companies that use the benefits
that sensory marketing can contribute to organizations. A curiosity was created about
whether this prejudice is true but also if and why B2B companies do not use this
opportunity to the same extent as B2C companies. If it were the case that the prejudices
are not correct, i.e. that sensory marketing is as common in B2B companies as it is in
B2C companies, it may indicate that B2B companies are generally more discreet in their
marketing. Another possible explanation for whether the prejudice could be wrong is
that the authors are significantly more involved in B2C marketing than the authors are
in B2B marketing because the authors are currently not part of B2B companies' target
group. This may mean that the current prejudice is unfounded and is a conclusion that
will be reached after the end of the work.
Webbstrategerna.se (2021) defindes that the B2B buying processes have changed over
time. This means that companies 'sales strategies must change as the business
customers' buying behavior changes. 83 % of all purchases made through B2B
companies are made on their own by consumers (webbstrategerna.se 2020). Only 17 %
of the purchases made involve a supplier or with a personal contact (ibid). This means
that resources that have previously been invested in sales interactions between
companies and buyers must instead shift focus. For the purpose of helping the customer
with consumption according to their new purchasing needs (ibid). Instead, companies
need to shift focus to supporting digital consumption and educating the customer online
(ibid). The companies who help and facilitate the customer's purchase journey are then

the ones who succeed in attracting most of the customers (ibid).
Previous information is proof that further research on B2B marketing is necessary.
Buying behaviors are constantly changing as society becomes increasingly digital. The
traditional B2B marketing largely consists of salespeople at the company who close a
deal physically present with the customer. According to the statistics above, this is proof
that there has been a shift. At present, only 17% of sales are made through an
interaction (webbstrategerna.se 2020). As customers' buying behaviour changes, the
supplier needs to comply with this. The interest in this thesis is based on how
companies can, with the help of sensory marketing, create a better experience for the
customer online. Since customer experience is a broad concept the focus in this thesis
will be on image and what expectations of a brand that a corporate image creates.

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According to an article published on Linkedin.com, Williamson (2020) states that the
customer's expectations of a brand's experience are the same regardless of whether the
customer is at work or in their private role. B2C companies seem to have come further
in their marketing in terms of adapting to the customer's needs (Linkedin.com,
Williamson 2020). 94% of all marketers in B2C use data and analysis to get to know
their customers' needs and to create an understanding of the experience for the customer
(ibid). While B2B marketers are considered to have come shorter in this process of
switching to a more customer-oriented view (ibid).
Forbes.com (2020) states that customer experience is an important and prioritized topic
in terms of B2C contexts. But as far as B2B companies are concerned, this development
has lagged behind where customer experience is not prioritized to the same extent
(ibid). It is believed that the reason for this is that B2C companies work with individuals
and that it should be easier to personalize the marketing (ibid). Therefore, Forbes.com
(2020) decbrice this view as B2B companies can make them fall behind in the
development (ibid). It is considered that B2B companies can become better at working

with their customer experience by listening to their customers and clearly identifying
the difficulties the specific person is facing at the time (ibid). It is pointed out that even
if it is a company you are targeting and not a private consumer, it is still people you talk
to and thus the relationship with the customer is important even in a B2B context (ibid).
Forbes (2020) highlights that when working with B2B or B2C, the relationship and
creating an experience is important (ibid). Forbes.se (2020) suggests that regardless of
whether you operate in B2B or B2C, B2P (business to people) the relationship and
experience is important (ibid).
After comparing different companies' websites, the authors can see that the common
thread around sensory marketing in a digital environment is that B2B companies
stimulate sense vision. For example, a company called Bravura uses moving images on
the website to convey a feeling (Bravura.se). But what the authors of this thesis have
not been able to find is how B2B companies use other senses to create a multisensory
experience. A B2C company that is good at involving more senses is for example
Nelly.com, for their clothing they have a recorded video where a model shows the
clothes (Nelly.com 2021) this can to some extent create a perceptual re-creation (Petit,
Velasco and Spence, 2019). That is, replacing the need to feel and try a product by
helping the customer to visualize.
The biggest obstacles that exist to using sensory marketing in a digital environment
compared to a physical environment is that it is difficult to completely replace the
ability to feel, smell and taste goods (Petit et al., 2019). The solution to this problem is
to try to find new ways to virtually replace them with a visualization (ibid). To
circumvent the actual problem that the customer is not physically present, companies as
mentioned above can use perceptual re-creation. In turn this requires creativity to find
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new complements. But from what the authors have seen, B2C companies succeed with
this but not B2B companies to the same extent. What this depends on is difficult to
identify in this stage of research, but one thought is that B2B companies use physical

contacts to sell and do not provide web shops to the same extent as B2C companies.

1.2 Problem discussion
When the authors started this research, the authors started exploring what has been
studied so far. The reason for this is to find a research gap so that the authors could be
able to add new insights and conclusions to the subject. The authors of this thesis were
able to conclude that there are some studies that have been done on sensory marketing
in both a B2C context and a B2B context. What the authors were able to establish is that
no one has investigated this phenomenon based on digital environments.

1.2.1 Theoretical problematization
A previous study by Hulten (2011) aims to investigate sensory marketing and its
importance for building a clear brand image (Hulten 2011). For the brand to create a
general good experience, an important factor is sensory marketing, where the five
different senses have a significant factor in creating sensory experiences and stimuli
(ibid). An image is created and shaped based on how the customer receives the
impression of a company. By raising awareness of the effect that sensory marketing can
generate, companies can improve their marketing but succeed in creating a better
experience for the customer (ibid). The conclusions that could be drawn from that
article were that the more senses that the company stimulates, the better sensory
experience is created for the customer (ibid). This will then create a stronger bond
between the company and the customer (ibid). What defines sensory marketing is an
involvement of the customer's senses, which is vision, sound, smell, taste and touch
which affects the perception, evaluation and behavior (Moreira, Fortes & Santiago
2017). Sensory marketing has a connection to multisensory marketing where you as a
marketer consciously stimulate more than one of the five senses of the consumer
(Hulten 2011). When integrating sensory marketing into the marketing mix, a marketer
can create a better experience for the consumers. Which in turn adds value to the
business and improves the consumer perception of the business (ibid).
Another study done by Dinet, (2014) addresses that digital marketing is a changing

phenomenon where customers' buying processes are constantly changing. What is
known today about the subject is that the use of digital marketing has a greater effect on
the consumer compared to, for example, traditional media such as newspapers and signs
(Cowan, Spielmann, Horn & Griffart, 2021). When sensory marketing reaches
customers in a digital format, the customer experience tends to be perceived as better
(ibid).

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B2B marketing is defined and described as a previously called concept ´industrial
marketing´ (Lilien 2016). This definition focuses mostly on transactions where the
exchange of goods was important (ibid). One similarity that can be drawn is the
different paradigm shifts that have taken place where the start was from a transaction
marketing perspective. Bodnar and Cohen (2012) suggest that B2B companies are more
suited for digital marketing than B2C companies are. This is because B2B companies
are considered to know their customers better (ibid). This should mean that B2B
companies are considered to be more aware of which their habits are, what other
companies' needs are and their desires (ibid). However, it is not just a matter of having
knowledge to understand your customers but must be lore at creating relationships with
other companies for B2B marketing to be successful (ibid).
Previous research for Achrol and Kotler (2011) states that the experience of a brand has
a significant role . Customer experience is defined as an effective marketing strategy
that enables differentiation both in physical environments and in online environments
(Shobeiri, Mazaheri & Laroche 2018). Customer experience focuses on creating a good
experience for the customer and not focusing on product attributes. Customer
experience focuses on positioning and differentiating through the experience companies
create for the customer rather than differentiating with the help of products (ibid). By
creating an experience for the customer, it can generate more satisfied and loyal
customers (Achrol & Kotler, 2011). One way to improve and create a good experience

for the customer is to work with Sensory marketing (Schmitt 1999). Including stimuli
for the five different senses creates a mood in the consumer that provides a more
intimate and personal approach to a brand, this should lead to the differentiation to
co-competitors becoming clearer (ibid).

1.2.2 Research gap
The knowledge gap that could be identified is the combination of the research areas and
the different contexts the authors have chosen to investigate. There are studies that
focus on sensory marketing in a digital context, but how sensory marketing can affect
the customer experience broadly and in general. There are studies that focus on sensory
marketing in both B2B and B2C contexts. What the authors of this thesis have
identified is that there are no insights into how sensory marketing can improve a B2B
company's image and expectations in a digital context. There are studies conducted in
all of the actual study areas but no study when all the factors are in the same study. The
research gap is thus these factors combined. The clearest research gap the authors can
find is the niche in customer experience where digital environments, B2B and sensory
marketing have not previously been analyzed in consideration of image and
expectations.

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1.2.3 Managerial problematization
Why this is interesting to study is that the various components are described as
successful methods. For example, a digital environment is described as a good way for
positioning, to be seen and to adapt the marketing according to the customer's needs
with the help of digital platforms (Dinet 2014). Designing a good customer experience
is also considered to have a good effect on customers and in turn create more loyalty
(Holbrook 1999). Image and expectations are considered valuable in creating a good
experience for customers (Kellner 1995). Image and expectations as concepts contribute

a lot in marketing, but this thesis will generate insights and benefits of combining these
factors with sensory marketing in a digital environment. The objective for this thesis is
to understand how companies use sensory marketing to influence customers' perceived
image of the company and what expectations that image creates in a digital
environment.
It is argued that customers' buying behavior has changed over time as digitalisation is a
major reason for the change in customers' buying behavior. (Dinet 2014). When it
comes to customer experience, it is a concept that has gradually come to the surface and
is being discussed more over time (Forbes.com 2020). Some companies are probably
aware of including the customer experience in their marketing mix, while many
companies probably do not have this in mind (ibid).
Why this research area is interesting in a corporate world is because a company's image
controls what a customer's expectations of a brand are (Glastein 2008). If the authors
could examine and come up with new insights on how companies can influence which
image they convey digitally and how this image can be influenced through sensory
marketing. Then the authors of this thesis can come up with new insights on how
customers' expectations can be affected and in this way a customer's perceived quality
can be affected positively. The authors of this thesis hope this could lead to insights on
how companies could create more loyal and more committed customers and that this
can affect conversion rates for the number of satisfied customers.
This study could help companies become aware of how they can influence their image
based on a customer point of view. It could help companies find new creative ways to
integrate sensory marketing into their digital presence. It can provide new insights to
companies that it is important to know what customers' views of the company are and
that it is important to know the expectations so that you as a company can meet them.

1.3 Purpose
The aim of this thesis is to examine how B2B companies can use sensory marketing to
improve their image in an online environment. The purpose is to investigate what effect
and which value a sensory marketing strategy can have on B2B companies' marketing

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mix in a digital context. This thesis also aims to investigate which barriers may exist for
B2B companies to enable them to apply a Sensory marketing strategy in a digital
environment.

1.4 Research questions
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How can B2B companies use sensory marketing to enhance their brand image in
digital context?
Which are the barriers for companies for using sensory marketing in a B2B
digital context?

1.5 Delimitations
What is not addressed in the purpose of this thesis is what market this research will
engage in. As this is not specified, a clarification is needed. This thesis will only focus
on the Swedish market, however, some interviewees are employed by companies
operating in an international market. But since the participants are active in the Swedish
market, the focus of this thesis will therefore be on the Swedish market. Some of the
interviewees are employees of companies that work within B2B but then have
end-users. This thesis will only focus on the B2B interaction and not the interaction to
end-users. This is not specified in purpose and thus needs to be clarified as a
delimitation.
This thesis has not resulted in concrete examples of how companies could apply sensory
marketing in their marketing mix. One delimitation that has been made is that this thesis
only examines whether companies use sensory marketing or not and how it could affect
companies' brand image.

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2. Theory
2.1 Relationship within B2B in a digital environment
2.1.1 Introduction to the subject
What defines B2B is an abridgement for ‘Business to business’ operates with other
businesses (Pfoertsch and Scheel 2012). Having to deal with B2B is a strategy to get
businesses to buy from each other (ibid). The marketing within B2B is about
understanding and to meet the needs of their businesses (ibid). Therefore it’s important
to show that demand is the most important drive in the marketing of industrial goods
and services (ibid). Lilien (2016) states that B2B was called industrial marketing before.
The focus was mainly in the transaction of different types of materials and tools that
was used in the company (Lilien 2016). The researchers show that the term
business-to-business has now captured a broader range of value-generating relationships
(ibid).

2.1.2 Relationships in B2B marketing
B2B companies are more suitable for digital content than B2C companies. The
particular reason for this circumstance is because B2B companies know more about
their ‘customers’ than B2C companies (Bodna & Cohen 2012). The main focus is not
about gaining knowledge about the companies that are developing relationships with
different companies. Within the B2B sales process, Bodna and Cohen (2012) states that
it is important to have a relationship with the companies .When using the digital
environment, B2B companies have a faster way of building a relationship with other
B2B companies which can be a benefit for the companies (ibid).

2.1.3 B2B marketing in a digital environment
Zaif and Cerchia (2019) states that there are benefits and advantages of having B2B
implemented in the digital environment (Zaif & Cerchia 2019). The communication

between customers and companies can be both one-way and two-way communication.
The use of a one-way communication for a company can lead to having customers
create their own perceptions about the company. Although two-way communication can
increase the customer's trust and loyalty (Michaelidou, Siamagka & Christodoulides,
2011). When a company appears to be receptive and open for communication, Zaif and
Cerchia (2019) states that it can benefit the company in having a stronger and better
brand image. Operating in a digital environment, companies can gain a larger
knowledge of consumers behavior, buying process or pattern. Having a better
perception of how the identified and established target audience are, the company has
an easier way of directing their marketing towards them (ibid). Zaif and Cerchia (2019)
states that elements that help the company to brand themselves toward customers is by:
creating brand equity, brand awareness, brand image and recognition.
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One thing companies are afraid of is giving the customers the wrong perception of what
they are (Zaif & Cerchia 2019). Being aware that the digital environment is important in
today's society, it can be wrongfully used (ibid). The companies that uses one-way
communication don’t have control over how their companies are being perceived (ibid).
This can result in creating a negative brand perception (ibid). There are other factors
that get affected when the perspective is damaged. Factors like brand image, brand
awareness and brand loyalty can damage the company and lead to difficulties for the
company in the future (Lacka & Chong 2016)

2.2 Stimulating the customers five senses
2.2.1 Introduction to the subject
What defines sensory marketing is an involvement of the customer's senses, which is
vision, sound, smell, taste and touch and it affects the perception, evaluation and
behavior (Moreira, Fortes & Santiago 2017). Another definition of what sensory
marketing is that it is a marketing tool that engages the consumers without their consent

(Krishna 2012). This affects their perceptions, judgment and behavior towards the
company (ibid). This states that sensory marketing has a connection to multi-sensory
marketing which means that more than one of the five senses contributed to the
perceptions of sensory marketing (Hulten 2011). The multi-sensory experience occurs
when a company implicates one of the five senses into the consumer's shopping
experience or to others' experience. This way the companies add value to the
consumer’s shopping experience while increasing the image the consumers have
towards the brand (ibid).

2.2.2 The four different elements in Sensory marketing
Sensory marketing contributes with the customers' subconscious stimuli (Moreira,
Fortes et al. 2017). This creates a perception among the consumers of a brief overview
of the product, factors such as sophistication, quality and modernity can be affected
(ibid).
Research done by Krishna (2012) states that sensory marketing can be divided into four
different elements. The first basic elements are sensation and perception (Krishna
2012). This means that in this stage customers are processing the senses (ibid).
Sensations are stimuli from the physical world that are received by something called
sensory receptors. While the perception is when the customers become aware or even
start to understand the sensory information (ibid). The third and fours basic elements are
cognition and emotions (ibid). These are unattached but are linked with the perceptions
founded on grounded cognitive and emotional theories (Nghiem-Phu 2017). The four

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elements are factors that affects the customers attitudes, memory and behaviors towards
the brand experience (ibid)

2.2.3 The connection between Sensory marketing and Customer Experience

Using sensory marketing in a correct way could help companies to become memorable
and give customers a better experience (Hulten 2011). The more activated sensory
memories are, the stronger the connection between a brand and a consumer becomes
(Moreira, Fortes et al.2017). Hulten (2011) states that the mental conception and the
perception of interactions in a process, can result in a multi-sensory experience.
Furthermore Hulten (2011) states that the perspective the customers have is reflected on
the connection to how they feel and their opinions toward the brand (ibid). This is all
based on how their experience with the brand has been (ibid).

2.2.4 Response and stimuli
Stimuli and responses are elements that are being received from a senses organ when
interacting with sensory marketing. The perception is achieved by interpreting these
sensations (ibid). Research found from Erenkol and AK (2015),shows that
environmental stimuli can lead to an emotional reaction, which can affect customers in
different behavioural responses (ibid). The approaching behavior is when the customers
have a desire to stay and explore more. While avoiding behavior is for those that want
to escape and ignore communication (Erenkol & AK 2015 : Helmefalk & Hulten 2017).
Erenkol and Ak (2015) states that there are different responses that can be experienced
in sensory marketing. The first is a cognitive response which explains how customers
respond to sensory marketing in results of perceptions, attitudes and quality assessment
(ibid). The other response that has been defined is emotional response (ibid). The
emotional response is triggered by stimulus and gives the consumers a feeling before
having experienced it (ibid). The last one is behavior response (ibid). Looking at the
behavior responses research shows that this response is connected to the attitude
towards a brand or a company (ibid). The behavioral response could be stated as a result
from the repeated positive attitude from a brand or business using sensory marketing
(ibid). These emotions lead to behaviour responses such as spending more time or
money in that particular brand or company for example (ibid).

2.3 Adaptation of sensory marketing in a digital context

2.3.1 Introduction to the subject
Digital environments can be defined as digital technology such as telephones,
computers or tablets. What defines digital systems or digital environments is that it
stimulates the human cognitive and perceptual system (Roda 2011). The platform must
invite an interaction and communication opportunity between the participants.
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Previously, the design focused on digital environments to facilitate the human way of
finding information, while the current focus is on facilitating the human way of
processing the information (ibid). This states that there has been a shift in recent years.
With the help of digital environments, customers can effectively search for relevant
information. The reasons why you joined a digital platform can be many, some
examples are for finding information that is necessary to pass an exam or to stay
socially connected (Dinet 2014).

2.3.2 Advantages with marketing in a digital environment
Digital environments are seen as dynamic and a changing phenomena, this is due to the
fact that purchasing behavior among consumers and the knowledge about users is
constantly changing (Dinet 2014). It has been discovered that when media go from
being visual to virtual. The information tends to be organized in a more detailed way,
which in turn strengthens the offers online. This leads to customers perceiving
marketing as more attractive when it tends to be virtual or digital compared to
traditional media such as product packaging or videos (Cowan, Spielmann, Horn &
Griffart, 2021). When the customer experience adapts sensory experiences in, for
example, more dynamic environments online. The consumer's experience tends to be
perceived as more positive compared with, for example, static and traditional media
environments (ibid). A conclusion that can be drawn is that VR (virtual reality)
technology can be a digital tool that helps the customer to a better digital experience
and that VR promotes the customer's sense of presence (ibid).

2.3.3 Sensory marketing adapts in a digital manner
Companies can influence the customer's buying habits and the customer's perception of
a brand by reaching the customer's various points of contact (Cowan, Spielmann et al.
2021). This could be done by having an interaction between the customer and the
company in a digital context (ibid). Products are consumed in a higher demand in an
online context compared to a few years ago (ibid). This places higher demands on
marketers to create a better experience for the customer even online (ibid). Customer
experience in an online context has become a more debated topic as digital technology
has evolved (ibid). One challenge that has been identified is how companies can work
with sensory marketing in a digital context (ibid). The challenge is based on the fact that
it is difficult to feel, taste or smell products through a screen (ibid). The senses that can
be stimulated in the traditional way are hearing and sight, as the screen and the
non-physical presence place obstacles in the way of stimulating other senses (Petit et al.
2019).
Despite difficulties in stimulating all five senses in a digital context, cognition does not
stop working (Petit et al. 2019). However, companies can work with a perceptual
re-creation (ibid). This means that in an online context you can replay the properties
that products can provide (ibid). For example, when you taste potato chips, there is a
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crunchy sound (ibid). These are properties that are difficult to play out in a digital
environment. What could be done instead in the advertising is for example, reflect the
sound given by tasting chips (ibid). This then gives a perceptual re-creation where the
marketer could replace the real sound of chewing on a certain product with a recorded
sound to try to create the same mood for the customer in a digital environment (ibid). In
the same way, by inserting solid product images that give the customer a clear and
distinct picture of what the product looks like, you can replace the need to touch a
product (ibid). This is an enabler to be able to stimulate the five senses in a digital

environment with the goal of offering the customer a multisensory experience (ibid).
The ability to zoom-in on product images has come to make it easier for customers to
examine the products and create an expectation of what they purchase. There are two
other features that digital technology offers to facilitate the experience for customers,
these are VR and 3D images. This will help the customer to a more realistic experience
compared to a regular 2D image (Petit et al. 2019). 3D images are considered to give
the consumer greater enjoyment compared to traditional 2D images. It has been shown
that this has generated a more positive impact on buying behavior, ie. that the customer
consumes more. It could create a better experience for the consumer in general. The use
of virtual technological solutions promotes consumer attention and reinforces the
perception of reality of the physical environment, i.e. that the digital environment is
perceived as more real (ibid).

2.4 Brand Image & Expectation
2.4.1 Introduction to the subject
Since customer experience is a broad concept, this thesis will focus on image. Links that
will be drawn to image are expectations and quality of experience that the customer
experiences (Glatstein 2008). Over time, there have been a number of different
paradigm shifts. From the beginning, people believed in transactions and the exchange
between products and compensation was important (Achrol & Kotler 2012).
Furthermore, it was realized that there was something to build on, it was realized that
the relationship between the participants was important in a buying process (ibid). The
latest paradigm shift that has taken place is further based on the relationship and
transactions with customers. It has been seen that the experience of a brand has a
significant role (ibid). Experience marketing has for some time been recognized as an
effective marketing strategy to be able to differentiate, both in an environment for
traditional media and in an online environment (Shobeiri, Mazaheri & Laroche 2018).
The paradigm shift that has taken place in marketing now promises an experience for
the customer rather than product attributes (ibid). The focus has thus shifted from
positioning their products and differentiating through them to positioning themselves by

creating an experience for the customer (ibid).

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2.4.2 The experience economy
The research into the experience economy led to the conclusion that experiences can
create more satisfied customers, which in turn creates more loyal customers (Achrol &
Kotler 2011). It is explained that you can, among other things, create an experience for
the customer by including stimulation of the five senses in their marketing strategy
(Schmitt 1999). Including stimuli for the five senses generates a more personal and
intimate approach of a brand, which promotes differentiation (ibid). The experience of a
brand is closely rooted in the company's image and this is linked to expectations of a
brand (ibid). The image of a company is defined as the perceptions the customer has of
a company (ibid). The customer perceives the company's image and this creates
expectations as to whether the company will, for example, deliver a product or service
as well as expected quality (ibid). If a customer's expectations are met, a satisfied
customer is created, while if the expectations are not met, a dissatisfied customer is
created (ibid). This affects the customer experience of a brand (ibid). By using sensory
marketing, marketers can influence a company's image and thereby influence what
expectations are created on the brand (ibid).

2.4.3 Image, expectations and touchpoints
Creating a good image around a company can enhance the experience of a brand (Pine
& Gilmore, 1999). It means that the ownership of a product or the experience of a
purchase can be better (ibid). Nike is an example of making its customers pay more for
their products through their image (ibid). While Pepsi and Coca Cola are another
example, their goal with marketing is to convince each other that their product provides
a better drinking experience (ibid). Harley Davidson is a good example of how to create
commitment by offering customers a good experience linked to image (ibid). This

proves that having a good image followed by a good experience of the brand creates
more loyal customers who contribute with a commitment to the brand (ibid)
Sensory marketing can help a brand with its exposure and to create a clear and
recognizable image (Lindstrom 2005). Coca Cola is an example of this when they
turned Santa Claus from green to red (ibid). Coca Cola organized a campaign where it
dressed Santa in the red color of Coca Cola (ibid). Today, Santa Claus is strongly
associated with Coca Cola and Santa Claus all over the world wears the same red color
that Coca Cola has on his logo (ibid). The logo created a clear image that was
recognized by many around the world (ibid). This was achieved with the help of Coca
Cola contributing with the visual and creating recognition factors by applying their
color to, for example, Santa Claus (ibid). This became an image that created a
recognition factor around the world (ibid).
All interactions or all contexts in which the customer comes into contact with a brand
can be described as touchpoints (Glatstein 2008). All touchpoints generate an
impression on the customer (ibid). The customer experience could be of an importance
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and there is a risk that if expectations are not met, customers will disappear and
dissatisfaction will be created (ibid). It is believed that customer experience should be
an obvious part of the marketing strategy (ibid). The marketing and the goal of
customer experience should be designed in such a way that it promotes the company's
marketplace image (ibid). The company's delivery must always follow what you
promise and this must match what the customer experiences in the various touchpoints
(ibid).
The image that the company conveys to its customers creates expectations for an
outcome or a delivery (Glatstein 2008). The company's image communicates who you
are and how you handle different situations and that it is a way to differentiate
companies from its competitors (ibid). For example, McDonald's image symbolizes low
quality and fast food that is easily accessible and cheap (ibid). While for example Rolex

image symbolizes expensive, luxury and status (ibid). It can be said that a company's
image is a promise to customers and that image creates expectations among customers
(ibid). If the company does not live up to these expectations, dissatisfaction is created
and the promise and trust in the brand is broken (ibid). Based on the image that the
company has and the expectations that the customer creates, the customer experience is
affected (ibid). If the customer's expectations are not met, the customer experience is
negatively affected (ibid).
Important parts that are considered to create a good experience for customers are to find
a clear purpose for why the company exists (Glatstein 2008). But what stands out and is
emphasized is that it is important that the company identifies which touchpoints are
existing (ibid). Because it is when you have identified the touchpoints that you can
actually influence the customer's experience in the different situations (ibid). It is
mainly about raising awareness of which message you symbolize and which image the
company emits (ibid). If you are aware of this, it is easier to influence the customer's
perception of the brand (ibid). Then it is considered important to identify the most
important touch points that create an influence among customers (ibid). If you have
identified this, it is easier to be able to influence which image and what expectations
you as a company want to convey to customers (ibid). If you succeed in communicating
the image you as a company want and the right expectations of the customers are
created and that you as a company can live up to these expectations, a positive customer
experience will be created (ibid).

2.5 Theoretical synthesis
Digital environments can be defined as digital technology such as telephones,
computers or tablets. What defines digital systems or digital environments is that it
stimulates the human cognitive and perceptual system (Roda 2011). The use of a digital
environment can be seen as a platform that is available for customers to have access to
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in different ways. A digital environment is a type of tool that helps the customer with
their online shopping (Dinet 2014). The literature review provides the thesis about when
customer experience adjusts sensory marketing in a digital context. The customer tends
to have a more pleasant experience than they do in a traditional environment (Cowan,
Spielmann, et al. 2021). The power of digital marketing is being able to influence the
customers' buying habits and the customer's perception of a brand by having the
customers various points of contact (ibid). This shows that the digital environment has a
connection to both sensory marketing and a customer experience. There are some
features that digital technology can offer that facilitates the experience for customers.
Being able to provide customers with VR and 3D images that customers can use their
imagination to how something feels and sounds for exemple (Petit et al. 2019).
Research has shown that this has a positive effect on the consumers buying behavior
(ibid). Being able to use a digital environment to make the customer experience more
pleasant by adding sensory marketing shows its advantages in marketing. Although it
has not been an easy task to take on, there is still one challenge that the thesis has not
provided us with, which is how companies can work with sensory marketing in a digital
environment (ibid).
Companies can contribute with sensory marketing to get a reaction and some sort of
response from a customer (Krishna 2012). Using stimulus and response creates a more
memorable experience for the customer (Hulten 2011). Companies are now more
actively using sensory marketing to create perception for the purpose of beneficial
components (Hulten 2011).Working with perception makes it easier for both companies
and customers to know what works best for them and what doesn't. This way the
companies can work with their image and perception on how they want to be perceived
(Hulten 2011). All this leads to if the customer had a good experience with the company
or not. Knowing that the customer experience has a significant role whether the
customer can make an approach about the company or not (Erenkol & AK 2015).
Providing the best experience for the customer can be overwhelming for some
companies. Therfur mixing the sensory marketing with the customer experience can
give a customer a memorable experience (Hulten 2011: Schmitt 1999). This way it gets

a personal and a more intimate approach of the band which gets the customer to
appreciate the promotion (ibid).

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