New Customer Acquisition and Lasting Customer Loyalty Through Holistic Branch Design

Birgit Schröder ()
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Birgit Schröder: GS1

Chapter 17 in Multisensory in Stationary Retail, 2023, pp 247-259 from Springer

Abstract: Abstract The competitive situation in retail has intensified significantly in recent years. Many formats are vying for the favour of customers. In addition, the profiles of the players are adapting more and more. Moreover, customers are becoming more and more demanding and are quite ambivalent in their needs. Hard facts are becoming less important when it comes to choosing a place to shop. A good feeling and a pleasant shopping experience are becoming more important. Retailers who want to stay ahead of the competition and retain their customers in the long term must address the various dimensions of their customers’ needs and gear the entire shopping location to them. The total store approach with its ten building blocks provides concrete clues as to how multisensory aspects can also be sufficiently taken into account when optimizing stores. According to Wikipedia, the term “shopping” stands for an activity in which goods or products are procured in exchange for money in order to satisfy a need. However, those who study this topic know that shopping is a much more complex process than previously mentioned. Moreover, the shopping process of customers as well as their shopping behavior has changed a lot over the past decades. This development has experienced a completely new dynamic in recent years and it is to be expected that this movement will accelerate and intensify in the future.

Date: 2023
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DOI: 10.1007/978-3-658-38227-8_17

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