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In the retail business storeowners, marketers, and retail designer s are all concerned with the successful branding of a store where people come to visit, s hop and stay longer to entertain themselves. Studies have shown that there are factors tha affect visitors’ perception of the store and their preference over other places. Store location, a tmosphere, emotional attributes, sensory stimulation attributes, and visual merchandising are contributing factors to the visual perception and behavioral responses of the visitors and customer s. Few of these studies were concerned with the overall experience of a store thr ough customers’ sensory perception. Customers’ sensory experience provides a positive influence on their shopping experience. The basis of this thesis is that branding in retail de sign is important and can be primarily induced by sensory experience. The retail store as a br anded environment extends the experience of a brand through three-dimensional space. In a store, customers come to see, hear, touch, smell, and taste product s on display as well as their environmental surroundings. Sensory experience in a ret ail store plays a significant role in consumers’ perception and their purchasing behavior be cause of its positive influence on the brand image. Ultimately, the need to create a unique brand experience through sensory stimulation is essential to the practic e in the field of interior design. Research questions related to sensory experience in the retail environment are followed. The questions are (1) what kind of sensory experience occurs in the re tail environment, (2) how can retail brands communicate with the human senses to create positive sensory feelings , (3) what are the retail design compone nts, and (4) how can they

Retail branding through sensory experience: local case-study at Chocolaterie Stam