Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1029656 | Journal of Retailing and Consumer Services | 2006 | 14 Pages |
Abstract
This article investigates the substance of arguments about an experience-oriented economy and experience-seeking consumption in retailing. Employing a case study research approach (n=7)(n=7) and the Critical Incident Technique (n=252)(n=252), we show how retailers as well as consumers relate to in-store experiences. The results point out that retailers’ use ever more advanced techniques in order to create compelling in-store experiences to their consumers. In contrast, the depiction given by consumers reveals that their in-store experiences to a large extent are constituted by traditional values such as the behavior of the personnel, a satisfactory selection of products and a layout that facilitates the store visit.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Kristina Bäckström, Ulf Johansson,