Traditional Retail Design: focus on physical fit-up and organization of the store to
maximize sales and profit. Aim is to make easier for customers to find and buy
products.
Retail Experiential Design: creating an immersive and engaging customer experience,
making shopping experience more enjoyable, memorable, shareable and retain the
brand.
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Immersive Environments: By creating immersive environments, retailers can
transport customers to a different realm, delivering a distinct and unforgettable
experience. Using design elements like lighting, sound, and visual displays, retail
spaces can establish a unified theme that resonates with customers.
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Interactive Displays: are effective in captivating customers and fostering a sense
of playfulness and exploration. By allowing customers to engage with products in
a hands-on manner, they are more likely to have a positive experience and
establish a connection with the brand.
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Personalization: plays a crucial role in offering customers a tailored and
customized experience. For instance, stores can provide personalized products
or utilize customer data to offer tailored product recommendations and
experiences based on individual preferences.
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Community Spaces: Retail spaces can also serve as community hubs, providing a
gathering place for customers to connect and socialize. This becomes particularly
significant in the experience economy, where consumers seek social interactions
and meaningful connections.
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Multi-Sensory Experiences: contribute to creating engaging and lasting
impressions on customers. By engaging multiple senses, such as sight, sound,
touch, and smell, retailers can enhance customers' memory of their experience
and foster a stronger connection with the brand.
Research Questions
1. How do customers' emotional connections with brands, as a result of
experiential strategies, influence their engagement with the brand and
subsequent consumer behaviors?
2. What are the potential opportunities and challenges in developing interactive
and engaging in-store experiences within the luxury retail industry, and how do
these experiences impact consumer behavior?
3. How can immersive technologies be effectively employed by UK luxury fashion
retailers to optimize brand engagement and enhance the in-store experience
for consumers?
4. What strategic approaches can be recommended for UK luxury fashion retailers
to leverage immersive technologies and other experiential strategies to create
impactful in-store experiences that drive brand engagement and positively
influence consumer behavior?
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How luxury shoppers perceive their experiences in directly operated luxury
brand stores, and what makes them experience a level of delight that enhances
their emotional bond with the brand.
We tested whether emotional attachment contributes to facilitating store brand
loyalty formation in the emerging markets.