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

Marvell, Alan D ORCID: 0000-0001-8363-0793, Parker, Don ORCID: 0000-0002-4310-2491, Reid, Louise F. ORCID: 0000-0002-4779-4333 and Ward, Philippa ORCID: 0000-0002-4971-8908 (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. ISBN 9789089130693

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Abstract

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: https://businessoffashion.com/articles/opinion/to-save-retail-let-it-die 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:	consumer experiences, digital retail environments, holistic perspective
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 N Fine Arts > NX Arts in general
Divisions:	Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas:	Creative Practice and Theory
Depositing User:	Don Parker
Date Deposited:	15 Feb 2019 13:59
Last Modified:	01 Nov 2023 09:30
URI:	https://eprints.glos.ac.uk/id/eprint/6508

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