| By: |
Blandine Anteblian (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]);
Sandrine Cadenat (IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel) |
| Abstract: |
The aim of this paper is to extend research into the creation of in-store
experiential contexts. Based on the identification of seven in-store
experiences expected by customers, it suggests the combination of levers to be
associated with each in order to create suitable experiential contexts.
Following a qualitative approach including 12 interviews to identify the
expected experiences and 38 life histories to explore the registers in greater
depth and identify the levers which characterize them, a quantitative study
was carried out on a sample of 303 people to measure the weight of the levers
associated with each experience and to illustrate them with reference brands.
Seven experience registers were identified: simplicity, efficiency,
conviviality, entertainment, learning, discovery, and escapism. Each of these
is associated with a combination of levers to be activated in order to build
the ideal experiential context. The matrix of experiential contexts proposed
in this research should enable managers to design contexts aligned with the
intended positioning and the expectations expressed by consumers. The
challenge is to offer customers one or more meaningful and memorable
experiences, in line with the retailer's intended positioning. This research
supplements the literature on the production of in-store experiences and gives
full scope to more ordinary experience proposals. For the first time, it
associates a mix of stimuli with a typical experience and enhances our
knowledge of how experiential contexts are created. |
| Keywords: |
experience production, stimuli, easy shopping, efficiency, interactions, inspiration, stores |
| Date: |
2024–07–01 |
| URL: |
https://d.repec.org/n?u=RePEc:hal:journl:hal-04892458 |