Please enable JavaScript.
Coggle requires JavaScript to display documents.
Consumption experience in retail environment (Key words (• Buying…
Consumption experience in retail environment
Shopping experience
Surprising & stimulating experience/environment
More than just a product -> whole experience
Real & virtual retail outlets
Experience depends on the:
Why
&
How
visiting part?
Prospecting
: obtaining information about a product
Shopping:
looking for products in the store
Window-shopping
: seeking sensory stimulation, especially outside the store
Browsing
: going to the store mainly for recreational purpose
Proconsumer
Three levels of customer participation in the shopping experience
Interprepatetive
Directed self-production
:
creative co-production
Key words
• Buying behaviour
• Consumtion experience
• E-shopping experience
• Retailing
• Shopping experience
The role of the consumer in experience
In-store experience
SERVQUAL model
Evaluation
Improving satisfaction
Loyalty
Behavior
Limitations of experiential marketing
Difficult to manipulate all atmospheric variables simultaneously
Differentiation is easy to copy
Exploration of shopping value
Three dimensions of value
Social advantage
Recreational benefits
Functional advantage
Relationship of the customer, point-of-sale and the retail brand
Three characteristics
Trust
Commitment
Attachedment
Hedonistic consumption to creative consumption
Interpersonal relationships
Disenchantment