ene gies
A icle
Business and Ene gy E iciency in he Age o Indus y 4.0: The
Hul en, B oweus and Van Dijk Senso y Ma ke ing Model
Applied o Spanish Tex ile S o es du ing he COVID-19 C isis
Glo ia Jiménez-Ma ín1, Rod igo Elías Zamb ano 1, A aceli Galiano-Co onil 2and Ra ael Ra ina-Ripoll 3,*


Ci a ion: Jiménez-Ma ín, G.; Elías
Zamb ano, R.; Galiano-Co onil, A.;
Ra ina-Ripoll, R. Business and
Ene gy E iciency in he Age o
Indus y 4.0: The Hul en, B oweus
and Van Dijk Senso y Ma ke ing
Model Applied o Spanish Tex ile
S o es du ing he COVID-19 C isis.
Ene gies 2021,14, 1966. h ps://
doi.o g/10.3390/en14071966
Academic Edi o :
Kons an inos Saloni is
Recei ed: 15 Feb ua y 2021
Accep ed: 29 Ma ch 2021
Published: 2 Ap il 2021
Publishe ’s No e: MDPI s ays neu al
wi h ega d o ju isdic ional claims in
published maps and ins i u ional a il-
ia ions.
Copy igh : © 2021 by he au ho s.
Licensee MDPI, Basel, Swi ze land.
This a icle is an open access a icle
dis ibu ed unde he e ms and
condi ions o he C ea i e Commons
A ibu ion (CC BY) license (h ps://
c ea i ecommons.o g/licenses/by/
4.0/).
1Audio isual and Ad e ising Depa men , Facul y o Communica ion, Uni e si y o Se ille, 41012 Se ille,
Spain; [email p o ec ed] (G.J.-M.); [email p o ec ed] (R.E.Z.)
2Ma ke ing and Communica ion Depa men , and INDESS, Uni e si y o Cádiz, 11405 Je ez de la F on e a,
Spain; [email p o ec ed]
3Business O ganiza ion Depa men and INDESS, Uni e si y o Cádiz, 11405 Je ez de la F on e a, Spain
*Co espondence: [email p o ec ed]
Abs ac :
S a egic and ac ical ac o s come in o play in shop compe i i eness whe e, in addi ion o
he p oduc s sold, o he ma ke ing mix a iables mus also be conside ed. The e a e also subjec i e
ac o s, such as pe cep ions h ough he senses. This became e en mo e impo an when, as a
esul o he COVID-19 c isis and he o ced closu e o ce ain es ablishmen s wi h physical sales,
i was necessa y o inc ease p o i abili y and e iciency. The aim o his s udy was o de e mine he
exac ole o senso y ma ke ing in shop e iciency and p o i abili y, based on he guiding p inciples
o echnology, inno a ion, and espec o he en i onmen . We conduc ed an explo a o y and
expe imen al s udy consis ing o he c ea ion o a senso y s a egy h ough he adap a ion o he
Hul en, B oweus and Van Dijk model on a speci ic es ablishmen in he cu en e a o Indus y
4.0. The esul s indica e an inc ease in sales as well as cus ome sa is ac ion and happiness a e
implemen ing he ele an s a egies. The conclusions show ha his model is alid and eliable o
physical e ail es ablishmen s, and ha hese business s a egies can signi ican ly con ibu e o he
op imisa ion o ene gy esou ces.
Keywo ds: Indus y 4.0; senso y ma ke ing; COVID-19; e ail; me chandising
1. In oduc ion
Indus y 4.0 has b ough wi h i a se ies o compe i i e ad an ages o companies in
he digi al socie y, especially in e ms o he op imisa ion and lexibili y o manu ac u ing,
supply and business p ocesses [
1
,
2
]. Among hese ad an ages, i is wo h poin ing ou
wo aspec s: i s , ha one o he g ea challenges aced by la ge companies ha in end o
implemen an Indus y 4.0 managemen model is he es ablishmen o a obus le el o
ene gy e iciency in he daily de elopmen o hei manu ac u ing ac i i ies [
3
]; second, ha
he obo iza ion and au oma ion o p oduc ion p ocesses no only exponen ially imp o es
o ganisa ional e iciency, bu also educes labou inpu s and down ime [
4
]. In his ega d,
i is wo h no ing ha se e al academic s udies on Indus y 4.0 empi ically show ha
new echnological changes pose signi ican h ea s o job quali y and people’s subjec i e
happiness, unlike inno a ions in he pas [
5
–
7
]. This is pa icula ly ele an a he p esen
ime in he wake o he cu en COVID-19 pandemic—an unexpec ed scena io ha will
undoub edly b ing abou majo changes in he con igu a ion o supply chains, and in he
design o s a egic managemen models in small and la ge companies [8,9].
In his con ex , i should also be added ha consump ion pa e ns a e apidly changing
in oday’s digi al socie y [
10
]. Gi en his eali y, i is no su p ising ha companies in he
Indus y 4.0 e a, especially e ail companies, a e in a pe manen cycle o he echnological
inno a ion o hei p oduc s o se ices. Thus, hese en i ies will ha e less economic
Ene gies 2021,14, 1966. h ps://doi.o g/10.3390/en14071966 h ps://www.mdpi.com/jou nal/ene gies
Ene gies 2021,14, 1966 2 o 10
and inancial isk o being abso bed by hei compe i o s, including la ge mul ina ional
companies [11].
A basic p emise o achie ing his goal is he implemen a ion o a se o comme cial
s a egies based on he 7 a iables o he e ail ma ke ing mix (he ea e e e ed o as he
7Ps) [
12
,
13
]. One o he mos widely used ma ke ing echniques is cu en ly me chandising,
whe eby company manage s aim o di ec ly in luence he beha iou o hei po en ial
cus ome s [
14
]. Recognising his, i should be no ed ha we li e in a ma ke sa u a ed wi h
in o ma ion, ad e ising and comme cial o e s, which makes me chandising less e ec i e
when a ac ing a signi ican olume o new cus ome s [15,16].
P e ious esea ch has shown ha he low e iciency o his pa icula ma ke ing and
ad e ising echnique is caused by he ac ha he business compe i i eness o es ab-
lishmen s in ol es o he elemen s o a s a egic, ope a ional and ac ical na u e ha a e
di e en om hose o he p oduc s o e ed in oday’s digi al socie y [
17
–
19
]. As a esul o
his heu is ic knowledge, K ampe [
20
,
21
], among o he s, shows ha senso y ma ke ing
can play a e y impo an ole in cap u ing he a en ion o cus ome s. This is because a
signi ican p opo ion o he pu chases made by humans a e made i a ionally and d i en
by he senses and he posi i e emo ions gene a ed by he p oduc s o se ices [20,21].
2. Li e a u e Re iew
Acco ding o Linds om [
22
,
23
], senso y ma ke ing eme ges as an a ac i e comme -
cial ool ha aims, h ough he senses, o gene a e a se o posi i e sensa ions and emo ions
in consume s ha holis ically s imula e no only he pu chase o p oduc s o se ices, bu
also loyal y owa ds he b and [
24
]. In o de o measu e he esponses o ou b ain o
hese s imuli o subjec i e wellbeing owa ds he b and, la ge mul ina ionals began o use
neu oma ke ing a he beginning o he 21s cen u y o de ec cus ome s’ consump ion
mo i es om a cogni i e poin o iew [25].
Wi h his new echnology, he senses o hea ing, as e, ouch, and smell become
pa icula ly ele an o he implemen a ion o new ad e ising campaigns in he e a o
Indus y 4.0, especially in he audio isual sec o [
26
–
29
]. In his ega d, nume ous s udies
ha e ound a s ong link be ween physiological esponses and human pe cep ions o he
eali y o hings when i comes o ca ying ou he ac o pu chasing [
30
]. This disco e y,
and many o he s, has spa ked a ich academic deba e in he disciplines o economics,
ma ke ing and communica ion abou he social bene i s and compe i i e ad an ages ha
neu oma ke ing can o e o building inno a i e, sus ainable and high- ech ecosys ems.
As a esul , he concep s o cus ome expe ience managemen p oposed by Schmi [
31
]
and Gobé’s emo ional b anding [
32
] ha e eme ged. In line wi h his esea ch, Hul en,
B oweus and Van Dijk [
33
] poin ou ha senso y ma ke ing is a e y cap i a ing ma ke ing
echnique o companies o unde ake comme cial managemen models ha e ol e a ound
he idea ha hei p oduc s should be sou ces o posi i e emo ions o hei cus ome s
and, he e o e, o indi idual happiness. I is he e o e no su p ising ha he e has been a
p oli e a ing li e a u e in ecen decades on he empi ical s udy o consume s’ eac ions
a e isualising p oduc s [
27
], he analysis o he emo ional neu oma ke ing-b anding
cons uc [34] and he applica ion o senso y ma ke ing in he con ex o Indus y 4.0 [35].
On he o he hand, o he au ho s ha e academically explo ed he heo e ical ame-
wo k o social ma ke ing om he inomial o consump ion, economic p o i abili y and
o ganisa ional e iciency [
36
–
38
]. Technological ad ances and he au oma ion o p oduc i e
p ocesses ha e di ec e ec s on he quali y o employmen , clima e change, social inequal-
i ies e c. [
39
–
41
]. In his line, i is wo h d awing a en ion o he ac ha in mid-2011
he Ge man go e nmen p omo ed he “Indus y 4.0” s a egic plan o boos i s economy
h ough he massi e use o a i icial in elligence, indus ial obo s and digi al echnol-
ogy [
42
–
45
]. This mean he implemen a ion o business s a egies unde pinned by he
guiding p inciples o sus ainabili y, en i onmen al p o ec ion and consume pe suasion
h ough senso y ma ke ing [46].
Ene gies 2021,14, 1966 3 o 10
Senso y me chandising has con ibu ed signi ican ly o he la e . The use o his
ma ke ing ool by e ail companies encou ages cus ome s o spend mo e ime inside
hei shops. This is highly impo an because i inc eases he likelihood o pu chase and
hus u u e sales igu es in a landscape cha ac e ised by online sales [
18
,
47
–
50
]. Senso y
me chandising also in igo a es he c ea ion o an a mosphe e o pleasu e and happiness o
cus ome s du ing hei physical s ay in shops. In his ega d, i is wo h no ing ha people
who associa e p oduc consump ion wi h hedonis ic happiness o subjec i e wellbeing ha e
high le els o b and loyal y. This phenomenon canno be achie ed h ough e-comme ce, he
ac i i y o which has in ensi ied exponen ially wi h he unexpec ed inclusion o COVID-19
in ou li es [5,51].
In ligh o wha has been a gued in he las lines o he p e ious pa ag aph, and as a
co olla y o his epig aph, i is he igh ime o d aw a en ion o he ac ha he heal h
c isis caused by COVID-19 has led o he physical closu e o many shops in he globalised
wo ld. This decision has led o he economic bank up cy o many e ail companies ha
we e exclusi ely ca ying ou hei sales wi hin hei own p emises. In his ega d, i is
wo h no ing ha many o he e ail co po a ions ha ha e su i ed his heal h sunami
ha e basically achie ed so due o wo ac o s. The i s is ha many e ail o ganisa ions
make a manage ial decision o engage in emo ional ma ke ing in o de o imp o e hei
bo om line in he e a o Indus y 4.0 [
7
,
52
,
53
]. The second is ha a signi ican numbe o
hese o ganisa ions ha e in es ed hea ily o adap quickly o e-comme ce [
54
]. This is a
business s a egy ha can con ibu e signi ican ly o he op imisa ion o ene gy esou ces
and he obo iza ion o p oduc ion p ocesses [
18
,
19
,
55
]. Bo h ac o s can be made mo e
iable wi h he help o senso y ma ke ing, i hey go hand in hand wi h he c ea ion o
es ablishmen s wi h happiness managemen ce i ica es.
3. Resea ch Objec i es
Senso y ma ke ing is o g ea impo ance in people’s pu chasing decisions and in
a ac ing consume s o poin s o sale [
38
]. On his basis, we se ou o explo e he empi ical
in luence o senso y ma ke ing on he implemen a ion o posi i e expe iences in physical
poin s o sale, especially in he wake o he debacle o shop closu es in Spain due o he
COVID-19 c isis. F om a managemen pe spec i e, his in o ma ion allows us o design a
s a egic ma ke ing plan ha helps o imp o e he co po a e image o o ganisa ions in he
Indus y 4.0 ime ame and minimise esou ces, he eby op imising hei managemen and
making hem heal hie and mo e sus ainable [56].
In his sense, once his explo a ion has been ca ied ou , ou main objec i e is o
demons a e ha senso y ma ke ing s a egies ha e hei aison d’ê e in a ousing posi-
i e emo ions and senso y s imula ion in consume s, he eby gene a ing mo e e icien
pu chases [57].
The hi d objec i e is o adap Hul en, B oweus and Van Dijk’s Senso y Ma ke ing
Model [
33
] o a cu en case, showing how echnology, inno a ion and espec o he en i-
onmen mus become he d i ing o ces behind he economic iabili y o he model [58].
Based on he Hul en, B oweus and Van Dijk Senso y Ma ke ing Model [
33
], his e-
sea ch aims o measu e and analyse he ollowing a ios in A is oc azy shops: a e age ime
spen in he es ablishmen , cus ome sa is ac ion and sales olume. Once his in o ma ion
has been ob ained, i will be possible o explo e he in luence o he senso y ma ke ing
ac ics unde aken by he en i y unde s udy o in igo a e sales in i s physical shops. This
equi es acili ies wi h enewable ene gy sys ems and en i onmen al quali y [59].
4. Me hodology
In his sec o , one o he basic aims o senso y me chandising is o c ea e an a mosphe e
inside he shops ha holis ically s imula es cus ome s’ desi e o buy [
60
]. So, based on
he model o Hul en, B oweus and Van Dijk [
33
], we decided o empi ically analyse he
e ec i eness o he senso y ma ke ing echniques used by he company A is oc azy in he
es ablishmen s hey ha e in he ci ies o Se ille and Ba celona. The choice o hese wo
Ene gies 2021,14, 1966 4 o 10
poin s o sale was jus i ied o h ee easons. The i s is ha hei spa ial dimensions a e
e y simila . Secondly, hey ha e he same numbe o employees (i.e., ou people—all
women). Las ly, hei a ge public is emale, uppe -middle class and wi h an age anging
om 12 o 45 yea s old.
In o de o unde s and he pe cep ions and emo ions o he cus ome s p o oked by
he senso y s imuli p o ided by he shops in ou s udy [
61
,
62
], a documen a y, explo a o y,
quasi-expe imen al and causal-quan i a i e analysis was ca ied ou . In conjunc ion wi h
he abo e, an examina ion o he po en ial cus ome s who isi he A is oc azy shops
selec ed o his esea ch was made based on wo me hodological c i e ia. Fi s ly, ha he
cus ome s chosen o his s udy come om a simila socio-economic s a um. Secondly,
ha he analysis was ca ied ou no only on he same days o he week, bu also in he
same ime ame.
Once he sample popula ion was chosen, he nex s ep was o choose he pa ame e s
o be examined in o de o empi ically e i y he ul ilmen o he se objec i es. To his
end, he a ios o Hul en, B oweus and Van Dijk’s model [
33
] we e chosen. These indica o s
a e he ollowing: a e age ime spen in he shop, cus ome sa is ac ion and sales olume.
In o de o measu e he ime spen in he s o e, a sys em o eco ding he ime o en y
and ime o exi was used. The came as loca ed a he en ance o he A is oc azy shops
con ibu ed g ea ly o his ask. The cus ome sa is ac ion a iable was measu ed using
a ques ionnai e adap ed om Kelley and Da is, whose ques ions a e based on a Like
scale om 0 o 7 poin s [
63
]. Likewise, he sales olume was assessed by he economic
cash con ol sys em, which o e s a weal h o in o ma ion o e alua e how he senso y
ma ke ing ac ions implemen ed by A is oc azy o his scien i ic expe imen in luence i s
sales olume in he sho e m.
In acco dance wi h hese indica o s and he heo e ical amewo k o his esea ch,
he da a collec ion was ca ied ou du ing he mon h o Sep embe 2020, speci ically on
Mondays 7 and 14 Sep embe (12:00–14:00), Tuesdays 8 and 15 Sep embe (12:00–14:00)
and Wednesdays 9 and 16 Sep embe (18:00–20:00). In his line, i should be no ed ha we
eached an ag eemen wi h he managemen o hese A is oc azy shops so ha du ing he
selec ed days o Sep embe 2020 hey would no ca y ou any p omo ional campaigns,
discoun s o any o he echniques associa ed wi h he p ice a io.
The su ey esponden s epo ing on hei sa is ac ion wi h he shopping expe ience in
he expe imen comp ised 18 people: 9 in Se ille and 9 in Ba celona. Al hough he sample
may appea o be small, i should be aken in o conside a ion ha his is an expe imen al
design and builds on p e ious and ecen esea ch such as ha ca ied ou by Fah u and
Ma lina [64] o Rodas-A eiza and Mon oya-Res epo [65].
A summa y o hei cha ac e is ics is shown in Table 1.
Table 1. Sample composi ion.
Age Gende Ec-Soc. Class Age Gende Ec-Soc. Class Age Gende Ec-Soc. Class
Ba celona 16 F Medium 24 F M-H 19 F Medium
Ba celona 30 F M-H 37 M Medium 33 F M-H
Ba celona 42 F M-H 40 M M-H 44 F M-H
Se ille 14 F Medium 21 F Medium 17 F Medium
Se ille 25 F M-H 29 M M-H 32 M Medium
Se ille 37 F H 40 F M-H 41 F M-H
* Ec-Soc. Class: Social and economic class. *M: Male; F: Female. *M-H: Medium-High
Ene gies 2021,14, 1966 5 o 10
5. Resul s
This sec ion p esen s he mos ele an esul s o his esea ch. The senso y ma ke -
ing campaign ha was de eloped du ing he examined week was based on he senso y
expe ience— he sea ch o he connec ion o emo ions in consume s, lea ing aside he
logical a ibu es o he p oduc s as sales a gumen s. In his way, unc ional a ibu es
a e se aside, and an a emp o ans o m he p oduc in o an expe ience ha places he
human b ain a he cen e o he ac ion is made, egis e ing he b and in e ms o men al
concep ions.
The senso y aspec s co e ed we e as ollows:
•
Smell: A dis inc i e ai eshene was applied. In o de o de ine he ag ance, an in-
dep h in e iew was conduc ed wi h he head o Sandi Ol a o y B anding, a company
dedica ed o he c ea ion o co po a e ag ances. In he con ex o A is oc azy, i was
possible o ac i a e o calm he a mosphe e; i was decided, in acco dance wi h he
specialis , o calm i in o de o make cus ome s s ay longe in he es ablishmen .
•
Sigh : This sense was explo ed in wo ways. Fi s , he shop window. Gi en ha
isual ma ke ing begins on he ou side o an es ablishmen , i was decided o design
a window display ha would a ouse cu iosi y. To his end, and as bo h co ne s a e
es ablishmen s wi hin a mul i-b and su ace, he use o his space was con ac ed wi h
El Co e Inglés, o which he window d essing company Neu o was hi ed. The
second modi ie o sigh was p oduc o a ion. In o de o achie e an a mosphe e o
cons an enewal in he es ablishmen ha would mo i a e he cus ome o isi he
shop mo e equen ly, he mobili y policy was de e mined as a maximum o 2 days.
Tha is, he same p oduc could no be in he same place o mo e han wo days.
•
Lis ening: A playlis was c ea ed acco ding o he musical as es o he a ge . This
choice was based on a s udy on cul u al consump ion habi s (we ocused on music)
ca ied ou in 2020 by he Fundación Au o -SGAE [
66
]. The music ollowed he
ollowing pa ame e s: he songs we e hose ha he epo ound o ha e he highes
audience and eques s on he adio and he mos pu chased and downloaded on
Spo i y and iTunes; he olume o he music should no be excessi e (no mo e han
50 decibels); inally, he hy hm o he songs a ied acco ding o he a ic o people
in he es ablishmen , wi h mo e in ense and hy hmic songs being played a imes o
high a ic and o he slowe songs du ing quie e pe iods in he comme cial space.
•
Touch: To ensu e ha po en ial buye s could ouch he p oduc s likely o be sold,
he display shel es and u ni u e we e lowe ed o a heigh abo e he shoulde s o
a pe son o a e age heigh (1.68 m), lea ing only hose p oduc s whe e he sense
o sigh was in ended (i.e., p oduc s o be seen) and all o he s in a posi ion whe e
ouching he p oduc would be easy and accessible. In addi ion, a display wi h
accesso y p oduc s was ins alled nex o he checkou coun e so ha people could
ouch complemen a y p oduc s while paying o o he p oduc s (and hus s imula e
impulse and low-in ol emen sales).
•
Tas e: No as e-based senso y ma ke ing measu es we e ca ied ou due o he na u e
o he p oduc s being sold.
Ha ing explained in de ail he senso y ma ke ing ac ion ca ied ou , he nex ques ion
o de elop is ega ding he mone a y esul s o his campaign. The esul s show i s
economic success, bo h in he Se ille es ablishmen and in Ba celona. This can be seen in
Table 2and Figu es 1and 2.

Ene gies 2021,14, 1966 6 o 10
Table 2. Compa a i e da a o he wo Spanish ci ies be o e and a e he expe imen .
Da e Sales Time Spen Cus ome
Sa is ac ion Sales Time Spen Cus ome
Sa is ac ion
Se ille Ba celona
Monday
7 Sep embe 2020
10:00–12:00
EUR 400.10 min 5/7 EUR 796.07 17 min 5/7
Tuesday
8 Sep embe 2020
12:00–14:00
EUR 328.15 9 min 5/7 EUR 692.45 14 min 5/7
P REVIOUS
INFORMATION
Wednesday
9 Sep embe 2020
18:00–20:00
EUR 481.90 10 min 6/7 EUR 865.32 13 min 4/7
Monday
14 Sep embe 2020
10:00–12:00
EUR 627.50 16 min 7/7 EUR 956.23 21 min 6/7
Tuesday
15 Sep embe 2020
12:00–14:00
EUR 490.05 11 min 7/7 EUR 848.05 24 min 7/7
EXPERIMENT
Wednesday
16 Sep embe 2020
18:00–20:00
EUR 546.80 14 min 6/7 EUR 1135.65 19 min 7/7
Ene gies 2021, 14, x FOR PEER REVIEW 6 o 11
Table 2. Compa a i e da a o he wo Spanish ci ies be o e and a e he expe imen .
Da e Sales Time Spen Cus ome Sa -
is ac ion Sales Time Spen Cus ome Sa is-
ac ion
Se ille Ba celona
P REVIOUS
INFORMATION
Monday 7 Sep-
embe 2020
10:00–12:00
EUR
400.10 min 5/7 EUR
796.07 17 min 5/7
Tuesday
8 Sep embe
2020
12:00–14:00
EUR
328.15 9 min 5/7 EUR
692.45 14 min 5/7
Wednesday
9 Sep embe
2020
18:00–20:00
EUR
481.90 10 min 6/7 EUR
865.32 13 min 4/7
EXPERIMENT
Monday
14 Sep embe
2020
10:00–12:00
EUR
627.50 16 min 7/7 EUR
956.23 21 min 6/7
Tuesday 15 Sep-
embe 2020
12:00–14:00
EUR
490.05 11 min 7/7 EUR
848.05 24 min 7/7
Wednesday
16 Sep embe
2020
18:00–20:00
EUR
546.80 14 min 6/7 EUR
1135.65 19 min 7/7
Figu e 1. Sales e olu ion a e expe imen a ion in Se ille.
Figu e 1. Sales e olu ion a e expe imen a ion in Se ille.
Ene gies 2021, 14, x FOR PEER REVIEW 7 o 11
Figu e 2. Sales e olu ion a e expe imen a ion in Ba celona.
6. Discussion
Since his esea ch is based on a p ac ical case o he execu ion o an expe imen using
a model ha has p e iously gi en esul s, and gi en ha in he ligh o he da a ob ained,
all hese p ac ices we e shown o be economically p o i able ini ia i es, i would be in e -
es ing o con inue ca ying hem ou in o he ypes o comme cial es ablishmen s o e en
in shopping cen es, since in he nea u u e (i.e., a e COVID-19) all spaces will be e y
impo an , and he e is special in e es in hose es ablishmen s ha o e open spaces o
spaces designed mo e o he expe ience and enjoymen a he han o he business i sel .
Simila ly, in o de o a ac cus ome s, i would be in e es ing o look o esponsible en-
e gy acili ies, wi h ene gy in as uc u es wi h enewable and g een ene gies ha a ou
he seduc ion o cus ome s owa ds hei su oundings.
Al hough om an academic pe spec i e all empi ical esul s a e expec ed o be eco-
nomically and s a is ically signi ican , his a icle p esen s he economic bene i h ough
he e alua ed senso y ma ke ing campaign because i is an expe imen al p ojec ha aims
o lay he ounda ions o a subsequen la ge expe imen wi h an op imal sample size
calcula ed om he de e mina ion o he s anda d e o de ined by he iangula ed me h-
odology consis ing o expe imen –in e iew–su ey. This will ake place, as indica ed, in
a second phase.
7. Conclusions
Se e al conclusions can be d awn om he da a abo e. Fi s ly, i has been clea ly
s a ed ha he e ening public ends o spend mo e han he public ha comes o shop in
he mo ning, and also end o s ay longe and o alue changes be e . Based on his, i
was possible o obse e how he h ee i ems measu ed (sales, ime spen and sa is ac ion)
inc eased a e he applica ion o he senso y ma ke ing s a egy, bo h in a ci y in he no h
o Spain (Ba celona) and in a ci y in he sou h (Se ille).
The inc ease in sales in bo h es ablishmen s was as ollows: in he ci y o Se ille, a
o al o EUR 454.20 was ob ained, and in Ba celona, a o al o EUR 586.09. I we ake he
expe imen al in es men as a e e ence poin (EUR 810 o each o he es ablishmen s), i
can be seen ha i ep esen s app oxima ely sligh ly less han a hi d o he in es men
made i we conside ha he expe imen was ca ied ou in h ee daily pe iods o wo
hou s each, which can be ex apola ed o he es o he ime slo s.
A e he exploi a ion o he senso y elemen s, he image o he shop imp o ed con-
side ably, g owing in a ac i eness; he e o e, i is necessa y o highligh ha he inc ease
in sales and sa is ac ion could mean a highly p obable inc ease in he olume o equen
cus ome s hanks o he changes made in he s o e. This, in he inal analysis, is an indica-
ion ha cus ome s like he shop and wha i is o e ing in many aspec s.
Figu e 2. Sales e olu ion a e expe imen a ion in Ba celona.
Ene gies 2021,14, 1966 7 o 10
6. Discussion
Since his esea ch is based on a p ac ical case o he execu ion o an expe imen
using a model ha has p e iously gi en esul s, and gi en ha in he ligh o he da a
ob ained, all hese p ac ices we e shown o be economically p o i able ini ia i es, i would
be in e es ing o con inue ca ying hem ou in o he ypes o comme cial es ablishmen s
o e en in shopping cen es, since in he nea u u e (i.e., a e COVID-19) all spaces will be
e y impo an , and he e is special in e es in hose es ablishmen s ha o e open spaces
o spaces designed mo e o he expe ience and enjoymen a he han o he business
i sel . Simila ly, in o de o a ac cus ome s, i would be in e es ing o look o esponsible
ene gy acili ies, wi h ene gy in as uc u es wi h enewable and g een ene gies ha a ou
he seduc ion o cus ome s owa ds hei su oundings.
Al hough om an academic pe spec i e all empi ical esul s a e expec ed o be eco-
nomically and s a is ically signi ican , his a icle p esen s he economic bene i h ough he
e alua ed senso y ma ke ing campaign because i is an expe imen al p ojec ha aims o lay
he ounda ions o a subsequen la ge expe imen wi h an op imal sample size calcula ed
om he de e mina ion o he s anda d e o de ined by he iangula ed me hodology
consis ing o expe imen –in e iew–su ey. This will ake place, as indica ed, in a second
phase.
7. Conclusions
Se e al conclusions can be d awn om he da a abo e. Fi s ly, i has been clea ly
s a ed ha he e ening public ends o spend mo e han he public ha comes o shop in
he mo ning, and also end o s ay longe and o alue changes be e . Based on his, i
was possible o obse e how he h ee i ems measu ed (sales, ime spen and sa is ac ion)
inc eased a e he applica ion o he senso y ma ke ing s a egy, bo h in a ci y in he no h
o Spain (Ba celona) and in a ci y in he sou h (Se ille).
The inc ease in sales in bo h es ablishmen s was as ollows: in he ci y o Se ille, a
o al o EUR 454.20 was ob ained, and in Ba celona, a o al o EUR 586.09. I we ake he
expe imen al in es men as a e e ence poin (EUR 810 o each o he es ablishmen s), i
can be seen ha i ep esen s app oxima ely sligh ly less han a hi d o he in es men
made i we conside ha he expe imen was ca ied ou in h ee daily pe iods o wo
hou s each, which can be ex apola ed o he es o he ime slo s.
A e he exploi a ion o he senso y elemen s, he image o he shop imp o ed consid-
e ably, g owing in a ac i eness; he e o e, i is necessa y o highligh ha he inc ease in
sales and sa is ac ion could mean a highly p obable inc ease in he olume o equen cus-
ome s hanks o he changes made in he s o e. This, in he inal analysis, is an indica ion
ha cus ome s like he shop and wha i is o e ing in many aspec s.
Fo all hese easons, and in gene al e ms, we can conclude ha , based on he se goals
o his esea ch, he applica ion o senso y ma ke ing o A is oc azy was success ul in he
h ee i ems se ou in he esea ch, especially bea ing in mind ha , in e ms o p o i abili y
(which is wha usually eally ma e s o he manage s o comme cial es ablishmen s), he
objec i e was mo e han achie ed since, as we poin ed ou ea lie , almos a hi d o he
in es men was eco e ed in jus h ee wo-hou slo s on h ee di e en days. I would be
unwise o s a e wi h ce ain y ha he in es men would be inexo ably ecouped wi hin
se en days, bu i is highly likely ha he economic cos o he changes can be egained
wi hin he same mon h, so ha in all aspec s we conside he Hul en, B oweus and Van
Dijk model o be alid and eliable o a small e ail ou le .
I has also been concluded ha he Hul en, B oweus and Van Dijk model is no only
alid and eliable o a comme cial es ablishmen such as he one s udied a his ime o
pandemic ecession (COVID-19), bu ha his inding ag ees wi h he li e a u e w i en in
ecen yea s showing ha his ype o comme cial s a egy can signi ican ly con ibu e o
he op imisa ion o ene gy esou ces [
18
,
19
,
55
]. Simila ecen s udies in o he geog aphical
a eas and wi h di e en p oduc s ha e p o ed his o be ue [
65
,
67
–
69
]. Thus, he alidi y
and eliabili y o he expe imen can also be e i ied in pe iods o economic, social and
Ene gies 2021,14, 1966 8 o 10
heal h c isis. Mo eo e , i should be no ed ha he e is a (di ec and indi ec ) ela ionship
be ween ene gy esou ces and he senso y ma ke ing campaign. In his sense, we p o ided
some speci ic da a; o example, h ough his campaign a se ies o undamen al ene gy
esou ces can be sa ed. This migh include elec ici y, as wi h he esul s ob ained, he
es ablishmen p oposed a educ ion in he opening hou s o he public. Speci ically: o
close he poin o sale o he public o 2 h less pe day, om 18.30 o 20.30 h. I should
be cla i ied he e ha in Spain, in win e , dusk begins a 18.15 h, so i sales a e gene a ed
du ing dayligh hou s, elec ici y consump ion (in e io and ex e io ligh ing) will be lowe ,
in addi ion o he educ ion in elec ici y consump ion esul ing om he use o 2 h less
wi h he necessa y elec ical echnology made a ailable o physical sales.
Likewise, i is necessa y o commen ha as pa o he limi a ions o he s udy,
sus ained by he es ic ions o he sample size (a local case s udy, bu wi h su icien basis
o ep esen a esea ch app oach), and by he impossibili y o con empla ing o he a iables
ha also di ec ly a ec ade such us geog aphical, empo al, local, demog aphic e c.),
i would be in e es ing o expand he sample as o he s udies ha e done [
70
], pe haps
emphasising he senses ha ha e yielded he bes esul s in o he expe imen s [
71
,
72
] o
e en co e ing he es o he sensa ions as well as emo ions [
73
] o de e mine whe he he
model, which has been ex ensi ely alida ed, is s ill alid in o he ypes o en i onmen s.
Au ho Con ibu ions:
Concep ualiza ion, G.J.-M., R.E.Z., A.G.-C. and R.R.-R.; so wa e, G.J.-M.,
R.E.Z., A.G.-C. and R.R.-R.; o mal analysis, G.J.-M., R.E.Z., A.G.-C. and R.R.-R.; in es iga ion,
G.J.-M., R.E.Z., A.G.-C. and R.R.-R.; esou ces, G.J.-M., R.E.Z., A.G.-C. and R.R.-R.; da a cu a ion,
G.J.-M., R.E.Z., A.G.-C. and R.R.-R.; w i ing—o iginal d a p epa a ion, G.J.-M., R.E.Z., A.G.-C. and
R.R.-R.; w i ing— e iew and edi ing, G.J.-M., R.E.Z., A.G.-C. and R.R.-R.; isualiza ion, G.J.-M.,
R.E.Z., A.G.-C. and R.R.-R.; supe ision, G.J.-M., R.E.Z., A.G.-C. and R.R.-R.; p ojec adminis a ion,
G.J.-M., R.E.Z., A.G.-C. and R.R.-R.; unding acquisi ion, INDESS. All au ho s ha e ead and ag eed
o he published e sion o he manusc ip .
Funding: This esea ch ecei ed no ex e nal unding.
Ins i u ional Re iew Boa d S a emen : No applicable.
In o med Consen S a emen : No applicable.
Da a A ailabili y S a emen :
No new da a we e c ea ed o analyzed in his s udy. Da a sha ing is
no applicable o his a icle.
Con lic s o In e es :
The au ho s decla e no con lic o in e es . The unde s had no ole in he design
o he s udy; in he collec ion, analysis, o in e p e a ion o da a; in he w i ing o he manusc ip ; o
in he decision o publish he esul s.
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