Photo-elicitation: Using photographs to read retail interiors through consumers' eyes

Abstract

Researchers studying experiences in retail environments have typically restricted their attention towards examining the influence of individual atmospheric variables upon customer behavior. In this respect photographs and video are common environmental simulation techniques. This research approach not only concerns researchers active in consumer culture theory, but also interior architects and retail designers. As holistic inspired practitioners, they maintain that interiors function as 'Gestalt' environments, interacting with their users.Inspired by their viewpoints, in this paper, the authors reflect on the use of the inductive, holistically inspired method of photo-elicitation in research concerning experiences in retail environments. In addition, they report on the application of photo-elicitation in two empiricalprojects. The findings demonstrate the value of photo-elicitation in gaining insight into customer experiences in retail interiors.Keywords: photo-elicitation, retail design, retail interiors, customer experiences 2 STUDYING RETAIL INTERIORSWith the development of marketing research in co-creativity between producer and consumer (Lusch & Vargo, 2006a, 2006b) and studies of consumer experience, it has become important to re-assess the service environment. The rapid growth of consumption in developing economies, but also the continuing development of retail formats and omni-commerce in more mature markets, further supports the store environment as an important focus for new research and an examination of complementary research methodologies.The aim of this research is to develop understanding of retail environments as sites of complex visual sensory experiences and the application of photo-elicitation as a research methodology. The article is organised firstly with a discussion of the literature relating to current research approaches used to obtain knowledge with regards to customer experiences in retail environments. Secondly to explain the visual methodologies and their application in social sciences, and the use of photo-elicitation in particular as a methodology for studying customer experiences in retail environments. Thirdly to analyse the application of photoelicitation in two empirical projects. Finally, the authors discuss the contribution of photoelicitation to research methodology together with managerial implications and future research opportunities. RESEARCH APPROACHES TO GAIN INSIGHT IN CUSTOMER EXPERIENCES IN RETAIL ENVIRONMENTSThe effect of the store environment on its users is reported in the literatures of environmental psychology, marketing, architecture and design (Greenland & McGoldrick, 1994, 2005. In the past few decades, a range of studies have demonstrated that consumer behavior towards stores and store patronage is influenced at least to some degree, by the store environment 3 (e.g., Donovan & Rossiter, 1982;Baker, Levy & Grewal, 1992;Baker, Grewal & Parasuraman, 1994;Lam, 2001;Davies & Ward, 2002;Baker, Parasuraman, Grewal & Voss, 2002). There are various possible ...

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