Understanding retail experiences - the case for ethnography

Retailers develop branded experiences in order to enhance consumers' perceptions of the brand and bring the brand to life. Consumers are effectively immersed in a branded world and experience the brand on a cognitive, emotional and visceral level. Yet, to date, our understanding of retail exper...

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Bibliographic Details
Published in:International journal of market research 2007-01, Vol.49 (6), p.751-778
Main Authors: Healy, Michael J., Beverland, Michael B., Oppewal, Harmen, Sands, Sean
Format: Article
Language:English
Subjects:
Ethnography
Ethnology
Retail stores
Statistical analysis
Studies
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Summary:Retailers develop branded experiences in order to enhance consumers' perceptions of the brand and bring the brand to life. Consumers are effectively immersed in a branded world and experience the brand on a cognitive, emotional and visceral level. Yet, to date, our understanding of retail experience has been limited to studies on the effect of one or two variables (such as music and light) on perceptions of the store. This paper makes a case for more ethnographic research examining how consumers experienced themed retail spaces to achieve a greater understanding of the whole retail experience. The paper proposes a 'toolkit' for marketing researchers that will assist with the collection of dynamic data from the experiential retail environment.
ISSN:1470-7853
2515-2173
DOI:10.1177/147078530704900608