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Immersive retailing: The in-store experience

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  • Hagtvedt, Henrik
  • Chandukala, Sandeep R.

Abstract

This conceptual article explores why consumers visit physical stores—despite living in a digital-first world—and presents potential ways for retailers to further encourage offline shopping. Although online retailing tends to offer the greatest convenience, brick-and-mortar outlets can offer an immersive in-store experience that combines convenience and interest. The present exposition considers store features within a 2 × 2 typology of convenience and interest and illustrates how these features contribute, or fail to contribute, to immersive in-store experiences. Other factors, such as ambient stimuli that elicit sensory- and aesthetic pleasure, provide additional paths to immersion. The notions raised may serve as a basis for future research avenues in immersive retailing.

Suggested Citation

  • Hagtvedt, Henrik & Chandukala, Sandeep R., 2023. "Immersive retailing: The in-store experience," Journal of Retailing, Elsevier, vol. 99(4), pages 505-517.
    • Handle: RePEc:eee:jouret:v:99:y:2023:i:4:p:505-517
    DOI: 10.1016/j.jretai.2023.10.003
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