Exploring Sustainable Retail Experiences: Shall We Make It Fashionable?

Mian Wang, Jamie Marsden (), Ezgi Oguz and Briony Thomas
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Mian Wang: School of Design, Faculty of Arts, Humanities and Cultures, University of Leeds, Leeds LS2 9JT, UK
Jamie Marsden: School of Design, Faculty of Arts, Humanities and Cultures, University of Leeds, Leeds LS2 9JT, UK
Ezgi Oguz: School of Design, Faculty of Arts, Humanities and Cultures, University of Leeds, Leeds LS2 9JT, UK
Briony Thomas: School of Mechanical Engineering, Faculty of Engineering and Physical Sciences, University of Leeds, Leeds LS2 9JT, UK

Sustainability, 2023, vol. 15, issue 23, 1-14

Abstract: The physical retail sector is facing significant challenges, exacerbated by the disruptions caused by the pandemic. Amidst these circumstances, it becomes imperative for brands to reimagine the role of physical retail stores and counter the negative trends in the industry. Gamification has emerged as a promising strategy to enhance customer engagement and elevate brand experiences. This study explores how brands can create engaging experiences through gamification within the physical retail environments to revitalize stores and foster sustainable brand experiences. In this context, ‘sustainable’ refers to the creation and maintenance of long-lasting relationships between consumers and physical retail stores through ongoing engagement. Drawing on data collected from 17 semi-structured interviews, our findings demonstrate that gamification effectively shifts customers from passive observers to active participants, strengthens emotional connections through co-creation, prolongs footfall and engagement duration through immersive encounters, and integrates physical and online platforms for sustainable practices. This research contributes valuable insights into the transformative potential of gamification, offering practical implications for brands seeking to rejuvenate customer experiences in the realm of physical retail.

Keywords: sustainable brand experience; gamification; brand love; customer brand engagement; fashion brand (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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