A lot goes into why we do what we do. Multi Sensory Marketing “uses the senses to relate with consumers on an emotional level” to increase conversion!
Studies show that consumers may shop for many reasons other than needing a product or services. However, all these motivations boil down to one fundamental; an experience.
The latest phone, a bigger TV, a faster internet are not things that one couldn’t live without, but they’re all persue in the hope of a different experience, which starts with shopping itself.
What makes online shopping unique, is that consumers can’t engage all their senses in the process. That’s mainly why shoppers tend to buy less on impulse when shopping online. That also highlights the importance of reviews. Online Shoppers use the reviews to substitute others experiences for their own.