The Last Step Remains Analogue…

  • Joachim KistnerEmail author


Despite the continuous increase of digital exposure, the human senses remain analogous recipients. Therefore, creators and operators of visionary marketplaces need to put high emphasis on a multi‐sensory customer approach at the Point of Sale (POS). Although the sense of hearing plays, next to the eye, an essential role in the processing of information, the impact of sound is often underestimated in this context. Sound can work as element of communication to emotionally charge brands, products and services while improving the atmosphere of retail locations.


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Copyright information

© Springer-Verlag GmbH Germany 2018

Authors and Affiliations

  1. 1.Sonus GmbHBaden-BadenGermany

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