O MARKETING DE EXPERIÊNCIA E AS ESTRATÉGIAS DO PONTO DE VENDA FÍSICO VERSUS PLATAFORMA DIGITAL: ESTUDO DE CASO CNA

Abstract

This study aimed to analyze experiential marketing strategies at a physical point of sale versus a digital platform in a language franchise. Initially, it is discussed about experiential marketing and the five senses, it is also dealt with the physical point of sale and the digital platform, sensory communication, transmedia and digital influencers. Bibliographic, documentary and study case research were used. From the research at the language franchise, the strategies used with its consumers were found both at the physical point of sale and on the digital platforms. Thus, when analyzing the franchise and its marketing strategies, it was possible to verify that the organization has several tools that make it possible to use the experiential marketing strategies. Research has shown that physical point strategies using sensory factors are fundamental to this experience. However, with the evolution of the way of buying and selling, provided by digital platforms, transmitting the experience beyond the physical point becomes essential for brands, so understanding how their strategies can win over the customer goes beyond physical contact. It was concluded with this study the importance of the experience, which generates the relationship between the brand and the customer, contributing in a positive way to fix the brand in the consumers' memory.