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
Citation
HAGTVEDT, Henrik and CHANDUKALA, Sandeep R..
Immersive retailing: The in-store experience. (2023). Journal of Retailing. 1-13.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7354
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1016/j.jretai.2023.10.003