A place to play: orchestrating a retail experience

Healy, M, Beverland, M and Oppewal, H 2008, 'A place to play: orchestrating a retail experience', in Ms. Daniela Spanjaard, Dr. Sara Denize, Dr. Neeru sharma (ed.) Australia and New Zealand Marketing Academy Conference, Sydney, Australia, 1-3 December, 2008.


Document type: Conference Paper
Collection: Conference Papers

Title A place to play: orchestrating a retail experience
Author(s) Healy, M
Beverland, M
Oppewal, H
Year 2008
Conference name Australia and New Zealand Marketing Academy Conference
Conference location Sydney, Australia
Conference dates 1-3 December, 2008
Proceedings title Australia and New Zealand Marketing Academy Conference
Editor(s) Ms. Daniela Spanjaard, Dr. Sara Denize, Dr. Neeru sharma
Publisher University of Western Sydney
Place of publication Australia
Abstract This paper investigates how a specialist retailer is able to create a unique retail experience for its customers by constructing a holistic entity that is greater than the store's functional characteristics. Feelings of place and emotional enrichment are instilled through the scripting of the store's static and dynamic elements creating a holistic brand experience. The paper analyses customer experiences and behaviours using qualitative techniques consisting of ethnography, photography, and in-depth interviews. The case shows how retailers may provide shoppers with a sense of permission, which empowers their willingness to engage, while increasing feelings of co-authorship over the total-product, and accountability towards the success of the retail outlet.
Subjects Information Systems not elsewhere classified
Keyword(s) retail
marketing
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