For retailers, a key link exists between shape, colour, texture, sound and taste. It’s a complex and intriguing intersection of senses that influences, impacts on, and determines consumer perceptions, expectations, purchase patterns and satisfaction. Collectively, these factors offer an entirely new and insightful understanding of the much-touted phrase, ‘customer experience’. For example, coffee served in a transparent glass is considered and accepted as being less intense (in street lang
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