Consumer Behavior

Chapter 6

The Shopping Experience and How to Improve It

In this chapter, we look at several of the elements that create the shopping experience for in-store and online shoppers. In recent decades, retailers have responded to increased competition and developed new formats that are highly engaging for customers, formats that come under the generic term of “experiential retailing.” We include a discussion of the concept of experiential retailing as it applies to in-store (bricks and mortar), the mall, and the online shopping experience. We start with a review of some of the research into experiential retailing, including our own studies with comments from our interviewees. From 2003 to 2009, we conducted a cross-cultural and international study ...