Virtually the same: understanding consumer experiences in the digital retail environment

Marvell, Alan D, Parker, Don, Reid, Louise F. and Ward, Philippa (2018) Virtually the same: understanding consumer experiences in the digital retail environment. In: 4th International Colloquium on Design, Branding and Marketing, 5 - 7 December 2018, Hasselt University Martelarenlaan 42 3500 Hasselt. (Unpublished)

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Retailing is heralded as undergoing a sea-change – with consumers touted as moving their purchasing from high-street to digital store. This is evident in industry commentary: Physical retail will no longer be a channel for buying... Rather, these spaces will act as living, breathing physical portals into brand and product experiences. They will become places we go to learn, be inspired, see and try new things, experiment and co-create… My advice to retailers is to stop thinking “stores” and start thinking stories. Stop thinking “product” and start thinking productions. Doug Stephens, 17 June 2018: Irrespective of this prophecy’s truth, understanding consumers’ relationships to what is undoubtedly a changing retail landscape, where the digital environment is becoming more central, is critical. Extensive research considers the physical or virtual retail environment. This is variously framed, drawing on themes including: retail atmospherics (e.g. Helmefalk & Hultén, 2017); servicescapes (e.g. Ballantyne & Nilsson 2017); store environments, and the sensory [often stimulus-organism-response frameworks] (e.g. Garaus, 2016; Fujiwara, Resnick, Cassidy, & Brown, 2017). Research in this domain has yet to develop an integrated position on how to comprehend consumer retail environment experiences– particularly when that environment is virtual.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Digital retail environment
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
H Social Sciences > HF Commerce > HF5001 Business > HF5428 Retail Trade
H Social Sciences > HF Commerce > HF5001 Business > HF5717 Business communication
Divisions: Schools and Research Institutes > School of Art and Design
Research Priority Areas: Creative Practice as Research
Depositing User: Don Parker
Date Deposited: 15 Feb 2019 13:59
Last Modified: 22 Mar 2019 17:27

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