Mall magic...how the design of a mall tricks our sense into spending more: how does sensory branding operate within the sensory context of the Canal walk shopping Mall

Abstract

The purpose of this research is to determine how the sensory cluttered mall space impacts on sensory branding endeavours. Research into sensory branding within the context of a mall is fairly important, as it is a topic which is internationally and locally neglected. The researcher has also noted that there is a general lacking with regards to research pertaining to sensory branding. Sensory branding establishes both a physical and a psychological connection between consumers and the goods and services with whom they interact with. The utilisation of five senses in marketing creates a phenomenon known as a sensory experience. However, these sensory experiences are not universal whereby in the context of a mall, buying environments are known as servicescapes. These environments are designed to produce specific emotional reactions in the consumer. Hence, store atmospherics can negatively or positively alter the perception and attention of mall customers. Whereby in some cases, large amounts of sensory branding can result in a phenomenon known as “sensory overload”. This research makes use of the Canal Walk shopping mall and randomly selected mall shoppers within the mall, whereby the feasibility of this study is based on ease of access for the researcher. The data for this study was collected using three main research methods, thick descriptions undertaken by the researcher herself, the compiling of a "sensory map" prior to the research process, as well as a brief interview process, which consisted of a sample of 27 mall shoppers. After the research data had been collected, open coding and thematic data analysis were utilised. Whereby, some of the most pertinent data that the research process revealed is as follows:  Three sensory rich areas are present in the Canal Walk mall.  The mall space encourages and discourages mall shoppers.  Malls make people feel very overwhelmed, whereby the experience the phenomenon associated with sensory overload.  Most mall shoppers are not aware of the terms “sensory branding” and sensory overload.  The Food Court is an area of rich sensory overload, whereby, due to the design of the Food Court, mall shoppers are trapped within this space, thus increasing the likelihood of a purchase.  Shoppers make brand perceptions based on “store clusters” as well as mall atmospherics and surrounding sensory stimuli.  Store clusters, mall atmospherics and surrounding sensory stimuli affect shoppers’ attention both negatively and positively. This research will form part of a very rare body of work looking at sensory branding within South African malls, as well as sensory branding in a current South African context. The outcomes of this research could prompt further research across other provinces across South Africa, whereby "inter-provincial" comparisons of malls could be made. Further studies could also include the effect of socio-economic statuses in South Africa on the sensory branding endeavours in the space of a mall.