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 immer...