Influence of usage situations and consumer shopping orientations on the importance of the retail store environment

A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

“…Store environment and the importance of shopping environment and atmosphere are fundamental for online retailers, who must try to compensate for the lack of physical design and tactile elements that influence consumer decision-making (Underhill, 2009;Moye & Kincade, 2002) and create an attractive store environment online (Antéblian et al, 2014;Solca, 2016;Stephen, 2016). However, advances in digital technologies have significantly changed the online shopping experience, increasing the hedonic value of the online shopping process .…”

“…These consist of a more engaging and holistic experience of the brand's essence and values, also satisfying consumers looking for the entertaining and theatrical aspect of retailing, branded services and environment alongside their shopping activity to create a more memorable and attractive branded experience (Kozinets et al, 2002;Solca, 2016;Bonetti, 2014;Kent, 2009;Liu et al, 2016;Moye & Kincade, 2002;Gilmore & Pine, 2002;. Flagship brand stores aim to engage with consumers' emotions to attract new consumers and retain the loyalty of existing ones, through memorable experiences and cultural sensitivity to local needs (Kent, 2009;Kozinets et al, 2002).…”

“…As Davis (2014) pointed out, consumers must be motivated to go into a flagship brand store. If the journey of finding a product is not entertaining and does not provide a unique experience and advantages, consumers may opt for online retailers (Moye & Kincade, 2002). Experiential offerings -where the consumer is totally immersed in a fantasy world and undergoes an extraordinary experience through service value, great store interiors and product display (Antéblian et al, 2014) -are witnessing increasing use of consumer-facing in-store technology and innovations (Davis, 2014).…”

“…Multichannel marketing refers to the practice of simultaneously offering consumers information, goods, services and support through two or more synchronized channels (Rangaswamy & Van Bruggen, 2005;Kushwaha & Shankar, 2013). Multichannel consumers do not separate channels when they shop from more than one channel for items in a particular category and expect a consistent experience between channels (Blázquez, 2014;Moye & Kincade, 2002), such as the opportunity to return goods to their nearest store in the case of clothing . Multichannel shoppers are more profitable than those who use single channels (Retail Week, 2014b;Fujitsu, 2016;Berman & Thelen, 2004).…”

“…Software applications enable modern shoppers to buy fashion products online via mobile apps; websites allow consumers to search and compare information online, anytime and anywhere (Rigby, 2011). Consumers can shop in the comfort of their homes, 24/7, enabling retailers to overcome physical barriers to establishing an international online presence (Bronnenberg & Ellickson, 2015;Moye & Kincade, 2002;Retail Week, 2014a). The development and diffusion of new consumer-facing technologies has profound effects on consumers' lives (Warschauer & Matuchniak, 2010), due to the affordability of new digital devices such as computers, tablets and smartphones, which influence consumers' habits, such as time spent online (Stephen, 2016).…”