Store Atmospherics and Experiential Marketing: A Conceptual Framework and Research Propositions for An Extraordinary Customer Experience

Abstract

The components of a store atmosphere that can be manipulated to generate answers on individuals are related to sensory factors. Experiential marketing that enhances the sensory aspects of consumption helps in understanding the impact of retail environment on consumer behavior. Retailers around the world have embraced the concept of customer experience management, with many incorporating the notion into their mission statements, searching for the creation of a distinctive customer experience for their customers (Verhoef et al., 2009). The main objective of this paper is to propose a conceptual framework for an extraordinary customer experience. The construction of this theoretical paper was possible through the usage of desk research methodology. We reviewed the theory on store atmospherics and customer experience, both related to the retail setting, beginning on the 1950's and ending on 2011. We also provide some research propositions aiming to develop the knowledge in this field. It is concluded that it is imperative for retailers today to take in account customers' holistic experience as a relevant tool to manage the retail operation in a scenario of global competition.

Drivers of online purchase intention on Singles' Day: a study of Chinese consumers

“…From a marketing perspective, atmosphere has been defined as a created environment on purpose to appeal to consumers, aiming to produce emotional effects on individuals so as to increase the likelihood to purchase (De Farias et al, 2014). Unlike that of a physical store, e-store atmosphere restricted to a computer screen lacking the social dimension mainly consists of highly task-relevant (i.e., product description and picture) and less task-relevant cues (i.e., store-visual appearance, colours, animations, and music, and navigation) (Eroglu et al, 2001(Eroglu et al, , 2003.…”

The importance of atmospherics in the choice of hypermarkets and supermarkets

“…The grocery retail sector has undergone intense change (Wood and McCarthy 2014), where retailers, increasingly aware of the experiential aspects for customers' consumption, manage the store atmosphere in order to offer a distinctive buying experience (Farias, Aguiar, and Melo 2014;Turley and Milliman 2000). These authors emphasize the impact of the store atmosphere in the store environment evaluation and behavioural responses of the customers.…”

Drivers of online purchase intention on Singles' Day: a study of Chinese consumers

“…Verplanken and Sato (2011) further stress that impulsive buying orientation is produced based on a product or the environment the product exists to arouse joy or excitement with less information processing and cognitive reactions. It should be noted that a lot of research have been done in terms of the influence of shopping enjoyment on impulsive-buying orientation in physical store environment (De Farias et al, 2014). However, this impact…”