Academic Journal
Opportunities and risks of combining shopping experience and artistic elements in the same store: a contribution to the magical functions of the point of sale
| العنوان: | Opportunities and risks of combining shopping experience and artistic elements in the same store: a contribution to the magical functions of the point of sale |
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| المؤلفون: | Vukadin, Ana, Lemoine, Jean-François, Badot, Olivier |
| المساهمون: | ESCP-EAP (ESCP-EAP), Ecole Supérieure de Commerce de Paris, Université Paris 1 Panthéon-Sorbonne (UP1), Pôle de recherche interdisciplinaire en sciences du management (PRISM Sorbonne) |
| المصدر: | ISSN: 0267-257X ; Journal of Marketing Management ; https://hal.science/hal-03970691 ; Journal of Marketing Management, 2016, 32 (9-10), pp.944-964. ⟨10.1080/0267257X.2016.1186106⟩. |
| بيانات النشر: | HAL CCSD Westburn Publishers |
| سنة النشر: | 2016 |
| المجموعة: | Université Paris 1 Panthéon-Sorbonne: HAL |
| مصطلحات موضوعية: | Shopping experience, store artification, art, store museumification, hybrid retail strategy, retail performance, [SHS.GESTION]Humanities and Social Sciences/Business administration |
| الوصف: | International audience ; This article draws on the construct of store atmospherics to address one of the latest developments in that field, i.e. the strategy of incorporating artistic elements into the store. On the one side, incorporating artistic elements in store atmospherics constitutes an innovative way for retailers to differentiate their shopping experience. Such a hybrid retail strategy seeks to offer maximised hedonic gratification to store visitors, while adding symbolic value to the commercial offering. Store traffic and sales are thus stimulated. Incorporating artistic elements is also a magic way to conceal the store’s transactional purpose; through this association with the art world, the store is viewed as less mercantile. However, there is a risk that consumers will view the store as a ‘museum’ and visit without purchasing. Therefore we conduce a conceptual investigation of that experiential strategy in order to assess its effects on retailer’s commercial and marketing performance. |
| نوع الوثيقة: | article in journal/newspaper |
| اللغة: | English |
| Relation: | hal-03970691; https://hal.science/hal-03970691 |
| DOI: | 10.1080/0267257X.2016.1186106 |
| الاتاحة: | https://hal.science/hal-03970691 https://doi.org/10.1080/0267257X.2016.1186106 |
| رقم الانضمام: | edsbas.DB449E89 |
| قاعدة البيانات: | BASE |
| DOI: | 10.1080/0267257X.2016.1186106 |
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