Opportunities and risks of combining shopping experience and artistic elements in the same store: a contribution to the magical functions of the point of sale

Ana Vukadin (), Jean-François Lemoine () and Olivier Badot
Additional contact information
Ana Vukadin: ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris
Jean-François Lemoine: UP1 - Université Paris 1 Panthéon-Sorbonne, PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne
Olivier Badot: ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris

Post-Print from HAL

Abstract: This article draws on the construct of store atmospherics to address one of the latest developments in that field, i.e. the strategy of incorporating artistic elements into the store. On the one side, incorporating artistic elements in store atmospherics constitutes an innovative way for retailers to differentiate their shopping experience. Such a hybrid retail strategy seeks to offer maximised hedonic gratification to store visitors, while adding symbolic value to the commercial offering. Store traffic and sales are thus stimulated. Incorporating artistic elements is also a magic way to conceal the store's transactional purpose; through this association with the art world, the store is viewed as less mercantile. However, there is a risk that consumers will view the store as a ‘museum' and visit without purchasing. Therefore we conduce a conceptual investigation of that experiential strategy in order to assess its effects on retailer's commercial and marketing performance.

Keywords: Shopping experience; store artification; art; store museumification; hybrid retail strategy; retail performance (search for similar items in EconPapers)
Date: 2016-04-20
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Published in Journal of Marketing Management, 2016, 32 (9-10), pp.944-964. ⟨10.1080/0267257X.2016.1186106⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03970691

DOI: 10.1080/0267257X.2016.1186106

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().