[et_pb_section fb_built=“1″ _builder_version=“4.27.4″ _module_preset=“default“ use_background_color_gradient=“on“ background_color_gradient_direction=“90deg“ background_color_gradient_stops=“#000000 0%|rgba(0,0,0,0) 100%“ background_color_gradient_overlays_image=“on“ background_image=“https:\/\/moodmedia.com\/wp-content\/uploads\/2025\/07\/sensory-marketing-digital-signage-hero.webp“ global_colors_info=“{}“][et_pb_row column_structure=“1_2,1_2″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“1_2″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ header_font_size=“55px“ header_line_height=“1.1em“ background_layout=“dark“ header_font_size_tablet=“40px“ header_font_size_phone=“40px“ header_font_size_last_edited=“on|tablet“ global_colors_info=“{}“]<\/p>\n
Krom\u011b pohodl\u00ed a uspo\u0159\u00e1d\u00e1n\u00ed z\u00e1vis\u00ed z\u00edsk\u00e1n\u00ed pozornosti z\u00e1kazn\u00edk\u016f na kompletn\u00edm smyslov\u00e9m z\u00e1\u017eitku, se kter\u00fdm se setk\u00e1vaj\u00ed: co sly\u0161\u00ed, vid\u00ed, c\u00edt\u00ed a c\u00edt\u00ed. To je dom\u00e9na senzorick\u00e9ho marketingu a m\u00e1lokdo se v t\u00e9to oblasti vyzn\u00e1 tak dob\u0159e jako Jaime Bettencourt, SVP ve spole\u010dnosti Mood Media. <\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_2″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“Intro“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n
D\u00edky des\u00edtk\u00e1m let zku\u0161enost\u00ed se strategi\u00ed retail CX pomohla zna\u010dk\u00e1m jako The North Face, H&M a Macy’s p\u0159em\u011bnit jejich prost\u0159ed\u00ed v prodejn\u00e1ch na silnou s\u00edlu pro budov\u00e1n\u00ed zna\u010dky a generov\u00e1n\u00ed p\u0159\u00edjm\u016f.<\/p>\n
Tyto odborn\u00e9 znalosti nebyly nikdy tak d\u016fle\u017eit\u00e9.<\/strong> Vzhledem k tomu, \u017ee fyzick\u00fd retail bude do roku 2028 tvo\u0159it 72 % celkov\u00fdch tr\u017eeb v USA<\/a>, mus\u00ed se prodejny vyvinout nad r\u00e1mec transak\u010dn\u00edch m\u00edst v platformy pro z\u00e1\u017eitky. V\u00fdzkum spole\u010dnosti Mood Media ukazuje, \u017ee 67 % nakupuj\u00edc\u00edch vstupuje do obchod\u016f<\/a> sp\u00ed\u0161e s c\u00edlem z\u00edskat inspiraci ne\u017e konkr\u00e9tn\u00ed zbo\u017e\u00ed, co\u017e pro zna\u010dky vytv\u00e1\u0159\u00ed prvot\u0159\u00eddn\u00ed p\u0159\u00edle\u017eitost ovlivnit chov\u00e1n\u00ed prost\u0159ednictv\u00edm koordinovan\u00e9ho smyslov\u00e9ho zapojen\u00ed. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“4 Pillars of Strategic Sensory Marketing“ _builder_version=“4.27.4″ _module_preset=“default“ background_color=“#799ae6″ global_colors_info=“{}“][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ text_orientation=“center“ background_layout=“dark“ global_colors_info=“{}“]<\/p>\n P\u0159\u00edstup spole\u010dnosti Mood Media se soust\u0159ed\u00ed na \u010dty\u0159i strategick\u00e9 prvky, kter\u00e9 v harmonii vytv\u00e1\u0159ej\u00ed tyto transformativn\u00ed z\u00e1\u017eitky:<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_4,1_4,1_4,1_4″ use_custom_gutter=“on“ gutter_width=“2″ make_equal=“on“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“1_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_blurb use_icon=“on“ font_icon=“||fa||900″ icon_color=“#000000″ image_icon_width=“50px“ _builder_version=“4.27.4″ _module_preset=“default“ body_link_font=“||||on||||“ body_link_text_color=“#000000″ text_orientation=“center“ background_layout=“dark“ global_colors_info=“{}“]<\/p>\n Zvukov\u00e1 strategie m\u011bn\u00ed<\/a> hudbu na pozad\u00ed v mocn\u00fd n\u00e1stroj pro chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f a konzistenci zna\u010dky. Playlisty specifick\u00e9 pro dan\u00fd region odr\u00e1\u017eej\u00ed m\u00edstn\u00ed charakter a z\u00e1rove\u0148 zachov\u00e1vaj\u00ed identitu zna\u010dky. Pr\u016fb\u011b\u017en\u00e9 aktualizace obsahu zabra\u0148uj\u00ed ustrnut\u00ed a podporuj\u00ed mor\u00e1lku zam\u011bstnanc\u016f. <\/p>\n [\/et_pb_blurb][\/et_pb_column][et_pb_column type=“1_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_blurb use_icon=“on“ font_icon=“||divi||400″ icon_color=“#000000″ image_icon_width=“50px“ _builder_version=“4.27.4″ _module_preset=“default“ body_link_font=“||||on||||“ body_link_text_color=“#000000″ text_orientation=“center“ background_layout=“dark“ global_colors_info=“{}“]<\/p>\n V\u016fn\u011b marketing vyu\u017e\u00edv\u00e1<\/a> p\u0159\u00edm\u00e9 spojen\u00ed mezi v\u016fn\u00ed, emocemi a pam\u011bt\u00ed. Vlastn\u00ed \u010dichov\u00e9 podpisy vyvinut\u00e9 na z\u00e1klad\u011b partnerstv\u00ed s glob\u00e1ln\u00edmi vo\u0148avk\u00e1\u0159sk\u00fdmi domy vytv\u00e1\u0159ej\u00ed okam\u017eit\u00e9 rozpozn\u00e1n\u00ed zna\u010dky a trval\u00e9 emocion\u00e1ln\u00ed vazby se z\u00e1kazn\u00edky. <\/p>\n [\/et_pb_blurb][\/et_pb_column][et_pb_column type=“1_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_blurb use_icon=“on“ font_icon=“I||divi||400″ icon_color=“#000000″ image_icon_width=“50px“ _builder_version=“4.27.4″ _module_preset=“default“ body_link_font=“||||on||||“ body_link_text_color=“#000000″ text_orientation=“center“ background_layout=“dark“ global_colors_info=“{}“]<\/p>\n Dynamick\u00e9 vizu\u00e1ln\u00ed zna\u010den\u00ed nahrazuje<\/a> statick\u00fd obsah kontextov\u00fdmi digit\u00e1ln\u00edmi displeji, kter\u00e9 se p\u0159izp\u016fsobuj\u00ed podm\u00ednk\u00e1m v re\u00e1ln\u00e9m \u010dase, v\u010detn\u011b denn\u00ed doby, ro\u010dn\u00edho obdob\u00ed a demografick\u00fdch \u00fadaj\u016f. Tento p\u0159\u00edstup vyva\u017euje konzistenci zna\u010dky s m\u00edstn\u00ed relevanc\u00ed a zaji\u0161\u0165uje, \u017ee obsah zvy\u0161uje z\u00e1\u017eitek z nakupov\u00e1n\u00ed. <\/p>\n [\/et_pb_blurb][\/et_pb_column][et_pb_column type=“1_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_blurb use_icon=“on“ font_icon=“||fa||900″ icon_color=“#000000″ image_icon_width=“50px“ _builder_version=“4.27.4″ _module_preset=“default“ body_link_font=“||||on||||“ body_link_text_color=“#000000″ text_orientation=“center“ background_layout=“dark“ global_colors_info=“{}“]<\/p>\n Interaktivn\u00ed digit\u00e1ln\u00ed m\u00e9dia se zam\u011b\u0159uj\u00ed<\/span> na \u00fa\u010delov\u00e9 prvky, kter\u00e9 z\u00e1kazn\u00edk\u016fm cestu sp\u00ed\u0161e zjednodu\u0161uj\u00ed, ne\u017e komplikuj\u00ed. Heat mapping a sledov\u00e1n\u00ed zapojen\u00ed optimalizuj\u00ed tyto sty\u010dn\u00e9 body a vytv\u00e1\u0159ej\u00ed obousm\u011brn\u00e9 zapojen\u00ed, kter\u00e9 p\u0159in\u00e1\u0161\u00ed skute\u010dnou hodnotu. <\/p>\n [\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_row column_structure=“1_2,1_2″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“1_2″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ header_3_font_size=“40px“ global_colors_info=“{}“]<\/p>\n Lond\u00fdnsk\u00e1 vlajkov\u00e1 lo\u010f spole\u010dnosti The North Face je uk\u00e1zkou<\/a> s\u00edly senzorick\u00e9ho marketingu. P\u0159i roz\u0161i\u0159ov\u00e1n\u00ed sv\u00e9ho obchodu na Regent Street o 33 % v\u011bnovala hlavn\u00ed prostor v centru kopuli s 360stup\u0148ovou projekc\u00ed. Kopule obsahuje krajiny generovan\u00e9 um\u011blou inteligenc\u00ed, p\u0159\u00edrodn\u00ed zvukov\u00e9 kulisy a vlastn\u00ed v\u016fni „White Pepperwood“. Nam\u00edsto tradi\u010dn\u00edch displej\u016f s produkty p\u0159inesl tento odv\u00e1\u017en\u00fd z\u00e1vazek k z\u00e1\u017eitk\u016fm m\u011b\u0159iteln\u00e9 zv\u00fd\u0161en\u00ed doby pobytu i \u010detnosti n\u00e1vrat\u016f. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ header_3_font_size=“40px“ global_colors_info=“{}“]<\/p>\n Personalizace na b\u00e1zi um\u011bl\u00e9 inteligence nyn\u00ed umo\u017e\u0148uje p\u0159izp\u016fsoben\u00ed v re\u00e1ln\u00e9m \u010dase na z\u00e1klad\u011b demografick\u00fdch \u00fadaj\u016f a podm\u00ednek obchodu. Provozn\u00ed n\u00e1stroje, jako je Messaging Copilot spole\u010dnosti MOOD, zjednodu\u0161uj\u00ed<\/a> tvorbu obsahu, zat\u00edmco spravovan\u00e9 slu\u017eby zaji\u0161\u0165uj\u00ed bezprobl\u00e9mov\u00fd<\/a> provoz 24 hodin denn\u011b, 7 dn\u00ed v t\u00fddnu. D\u016fraz je i nad\u00e1le kladen sp\u00ed\u0161e na odstra\u0148ov\u00e1n\u00ed t\u0159ec\u00edch ploch ne\u017e na p\u0159id\u00e1v\u00e1n\u00ed ok\u00e1zal\u00fdch funkc\u00ed. <\/p>\n Modern\u00ed obchody se m\u011bn\u00ed na spole\u010densk\u00e9 a kulturn\u00ed prostory, kde se zna\u010dky mohou autenticky spojit se spot\u0159ebiteli z generace Z a generace Alpha, kte\u0159\u00ed o\u010dek\u00e1vaj\u00ed stejn\u011b dynamick\u00e9 fyzick\u00e9 prost\u0159ed\u00ed jako jejich digit\u00e1ln\u00ed \u017eivot. Zna\u010dky, kter\u00e9 zachov\u00e1vaj\u00ed statick\u00fd p\u0159\u00edstup zalo\u017een\u00fd pouze na produktech, riskuj\u00ed, \u017ee u t\u011bchto vlivn\u00fdch demografick\u00fdch skupin ztrat\u00ed v\u00fdznam. <\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_2″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_image src=“https:\/\/moodmedia.com\/wp-content\/uploads\/2025\/07\/sensory-marketing-The-North-Face-case-study.webp“ alt=“Mood Media P\u0159\u00edpadov\u00e1 studie vlajkov\u00e9ho obchodu The North Face“ title_text=“senzorick\u00fd marketing P\u0159\u00edpadov\u00e1 studie The North Face“ force_fullwidth=“on“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ header_3_font_size=“40px“ global_colors_info=“{}“]<\/p>\n Implementace Mood za\u010d\u00edn\u00e1 komplexn\u00edm zji\u0161\u0165ov\u00e1n\u00edm identity zna\u010dky a vzorc\u016f chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Vlastn\u00ed strategie integruj\u00ed optim\u00e1ln\u00ed kombinaci zvukov\u00fdch, vizu\u00e1ln\u00edch, vonn\u00fdch a interaktivn\u00edch prvk\u016f, p\u0159i\u010dem\u017e \u0161k\u00e1lovateln\u00e1 \u0159e\u0161en\u00ed zaji\u0161\u0165uj\u00ed konzistenci na r\u016fzn\u00fdch m\u00edstech a z\u00e1rove\u0148 umo\u017e\u0148uj\u00ed m\u00edstn\u00ed flexibilitu. Pr\u016fb\u011b\u017en\u00e1 podpora a v\u00fdvoj obsahu udr\u017euj\u00ed sv\u011b\u017e\u00ed, poutav\u00e9 z\u00e1\u017eitky, kter\u00e9 vedou k m\u011b\u0159iteln\u00fdm obchodn\u00edm v\u00fdsledk\u016fm, jako je prodlou\u017een\u00ed doby pobytu, vy\u0161\u0161\u00ed m\u00edra konverze a lep\u0161\u00ed vn\u00edm\u00e1n\u00ed zna\u010dky. <\/p>\n P\u0159e\u010dt\u011bte si, jak spole\u010dnost MOOD vyu\u017e\u00edv\u00e1 senzorick\u00fd marketing pro retail na DesignRush.<\/a><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“About the Authors“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_row column_structure=“2_3,1_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“2_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n [\/et_pb_text][et_pb_toggle title=“Jaime Bettencourt“ admin_label=“Jaime Toggle“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n Jaime Bettencourt, viceprezident pro \u0159\u00edzen\u00ed glob\u00e1ln\u00edch \u00fa\u010dt\u016f a marketing ve spole\u010dnosti Mood Media, je uzn\u00e1van\u00fd vedouc\u00ed pracovn\u00edk v oblasti prodeje a marketingu s prokazatelnou schopnost\u00ed dosahovat dvoucifern\u00e9ho r\u016fstu tr\u017eeb a je uzn\u00e1van\u00fd za vytv\u00e1\u0159en\u00ed prvot\u0159\u00eddn\u00edch z\u00e1kaznick\u00fdch zku\u0161enost\u00ed pro p\u0159edn\u00ed lifestylov\u00e9 a retailov\u00e9 zna\u010dky. M\u00e1 bohat\u00e9 zku\u0161enosti s veden\u00edm t\u00fdm\u016f a vyu\u017e\u00edv\u00e1n\u00edm vlastn\u00edch, komplexn\u00edch marketingov\u00fdch, medi\u00e1ln\u00edch a technologick\u00fdch \u0159e\u0161en\u00ed v prodejn\u00e1ch pro klienty z \u017eeb\u0159\u00ed\u010dku Fortune 100 v oblasti retailu. B\u011bhem v\u00edce ne\u017e dvacetilet\u00e9ho p\u016fsoben\u00ed v oboru z\u00e1\u017eitkov\u00e9ho prodeje Jaime zast\u00e1vala r\u016fzn\u00e9 vedouc\u00ed pozice v oblasti marketingu, brandingu a prodeje a spolupracovala s glob\u00e1ln\u00edmi organizacemi na zlep\u0161ov\u00e1n\u00ed z\u00e1\u017eitk\u016f v prodejn\u00e1ch prost\u0159ednictv\u00edm c\u00edlen\u00fdch iniciativ zna\u010dky a marketingov\u00fdch strategi\u00ed podpo\u0159en\u00fdch znalostmi a anal\u00fdzou z\u00e1kazn\u00edk\u016f. <\/p>\n Spolupracujte s Jaime<\/a><\/p>\n [\/et_pb_toggle][et_pb_toggle title=“PANBlast“ admin_label=“PanBlast Toggle“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n PANBlast, divize spole\u010dnosti PAN, poskytuje slu\u017eby nov\u011b vznikaj\u00edc\u00edm a rychle rostouc\u00edm zna\u010dk\u00e1m v technologick\u00e9m sektoru B2B SaaS. D\u00edky v\u00edce ne\u017e 20 let\u016fm \u00fasp\u011b\u0161n\u00e9ho p\u016fsoben\u00ed hluboce rozum\u00edme jedine\u010dn\u00fdm v\u00fdzv\u00e1m p\u0159i roz\u0161i\u0159ov\u00e1n\u00ed podnik\u00e1n\u00ed v oblasti SaaS. Spoluprac\u00ed se spole\u010dnost\u00ed PANBlast z\u00edsk\u00e1te modern\u00ed PR agenturu pro SaaS, kter\u00e1 rozum\u00ed tomu, jak realizovat PR programy, kter\u00e9 budou m\u00edt obchodn\u00ed dopad. <\/p>\n [\/et_pb_toggle][\/et_pb_column][et_pb_column type=“1_3″ _builder_version=“4.27.4″ _module_preset=“default“ border_radii=“on|10px|10px|10px|10px“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ header_3_font_size=“24px“ global_colors_info=“{}“]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ header_3_font_size=“24px“ global_colors_info=“{}“]<\/p>\n P\u0159e\u010dt\u011bte si v\u00edce<\/a>[\/et_pb_text][et_pb_divider color=“#eeeeee“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_divider][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ header_3_font_size=“24px“ global_colors_info=“{}“]<\/p>\n\u010cty\u0159i pil\u00ed\u0159e strategick\u00e9ho senzorick\u00e9ho marketingu<\/b><\/h2>\n
Osv\u011bd\u010den\u00e9 v\u00fdsledky v praxi<\/b><\/h3>\n
Implementace p\u0159ipraven\u00e1 na budoucnost<\/b><\/h3>\n
P\u0159\u00edstup strategick\u00e9ho partnerstv\u00ed<\/b><\/h3>\n
O autorech<\/b><\/a><\/h4>\n
Souvisej\u00edc\u00ed \u010dl\u00e1nky<\/b><\/h3>\n
Transforma\u010dn\u00ed role smyslov\u00fdch z\u00e1\u017eitk\u016f v maloobchodn\u00edm prodeji automobil\u016f<\/b><\/h4>\n
Retail 2024: Dal\u0161\u00ed \u00farove\u0148 personalizace AI a Harmony<\/b><\/h4>\n