Immersive retailing: The in-store experience

• Main Authors: HAGTVEDT, Henrik, CHANDUKALA, Sandeep R.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: Aesthetics; Convenience; Immersive retailing; In-store experience; Interest; Sensory marketing; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7354; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8353/viewcontent/ImmersiveRetailing_sv.pdf
• Institution: Singapore Management University

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.