Publication Type

Journal Article

Version

submittedVersion

Publication Date

11-2023

Abstract

This conceptual article explores why consumers visit physical stores—despite living in a digital-first world—and presents potential ways for retailers to further encourage offline shopping. Although online retailing tends to offer the greatest convenience, brick-and-mortar outlets can offer an immersive in-store experience that combines convenience and interest. The present exposition considers store features within a 2 × 2 typology of convenience and interest and illustrates how these features contribute, or fail to contribute, to immersive in-store experiences. Other factors, such as ambient stimuli that elicit sensory- and aesthetic pleasure, provide additional paths to immersion. The notions raised may serve as a basis for future research avenues in immersive retailing.

Keywords

Aesthetics, Convenience, Immersive retailing, In-store experience, Interest, Sensory marketing

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

Publication

Journal of Retailing

First Page

1

Last Page

13

ISSN

0022-4359

Identifier

10.1016/j.jretai.2023.10.003

Publisher

Elsevier

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1016/j.jretai.2023.10.003

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