Abstract

The purpose of this study is to propose a point of purchase (POP) marketing model with an emphasis on sensory and experiential marketing approaches in chain stores. Based on its objectives, this research is classified as an applied-developmental study. Employing a qualitative approach, the study utilized thematic analysis to develop the proposed model. The statistical population consisted of experts and experienced academic faculty members from universities. The researcher applied the snowball sampling method, achieving theoretical saturation after conducting interviews with 16 elites and experts. Data collection in the qualitative phase was carried out through semi-structured interviews. The design of the model and identification of primary and secondary themes were performed using Maxqda2020 software. The findings revealed seven main themes, including visual appeal and aesthetics of the shopping environment, sensory marketing and its impact on customers’ senses, experiential marketing and customer interaction with the brand, facilitation of the purchase process and reduction of customer effort, emotional and cognitive influence on customers, social influence and communication at the point of purchase, and smart technologies in POP marketing.