Experiential retailing in cultural spaces: A case study of multisensory design in batik boutiques.

Background: This study examines the role of multisensory design in shaping the spatial atmosphere of batik boutiques and its impact on consumer experience and purchasing behavior. Unlike conventional retail spaces, batik boutiques offer culture-based products for a specialized consumer segment, where shopping involves a highly immersive sensory experience. By analyzing sight, sound, touch, smell, and taste, this research explores how sensory stimuli influence emotional engagement, consumer perception, and decision-making within experiential boutique environments.

Methods: This research adopts a qualitative case study approach to analyze experiential retailing in batik boutiques as a brand differentiation strategy. Using an intersubjective paradigm, the study explores sociocultural consumer engagement through semi-structured interviews, direct observations, and photo-elicitation techniques. Data were collected over six months in a batik boutique in East Java, Indonesia, involving purposively selected participants to capture long-term consumer interactions with the store atmosphere and sensory elements influencing their shopping experiences.

Result and conclusions: The findings indicate that batik boutiques serve beyond commercial spaces, offering culturally rich, multisensory experiences that enhance consumer attachment, emotional connection, and brand loyalty. Sensory engagement through lighting, music, scent, and tactile interactions significantly impacts consumer perception and purchase behavior. Additionally, nostalgia, identity projection, and social interaction reinforce prolonged engagement, with retail spaces functioning as cultural hubs for heritage appreciation. This study highlights the importance of sensory-driven retail design, demonstrating how store atmosphere influences consumer emotions, cognitive responses, and purchasing intentions within experiential fashion retailing.