Immersive retailing: The in-store experience

Henrik Hagtvedt and Sandeep R. Chandukala

Journal of Retailing, 2023, vol. 99, issue 4, 505-517

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: Immersive retailing; In-store experience; Convenience; Interest; Aesthetics; Sensory marketing (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:99:y:2023:i:4:p:505-517

DOI: 10.1016/j.jretai.2023.10.003

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