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Transcript of MTKG1183
online versus in store
Anna, Ombretta, Adelina & Kezia
RETAIL AS THE THIRD SPACE:
The New Experience
Emotional Effect on In-Store Consumer Behaviour
Arnold, Mark J., and Kristy E. Reynolds. "Hedonic shopping motivations." Journal of retailing 79.2 (2003): 77-95.
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HREF1, MarketingCharts 2012, 'Customer Experience Better In-Store Than Online, Say Mobile-Toting Shoppers', accessed 15 September 2013, http://www.marketingcharts.com/wp/interactive/customer-experience-better-in-store-than-online-say-mobile-toting-shoppers-25447/.
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in-store/offline is where a brand can best create an immersive experience for the consumer - and feed the 'experience' junkie
brand-centric (no 'noise')
emotional and sensory processing attracts customers & stimulates strong, lasting impressions
Retail as the third space - the new experience
Context and statistics
Theory and examples
Critique and discussion
53% of Australians over 15 now shop online (PwC 2012)
Offshore shopping increased by 20% between 2010/11 and 2011/12, and represents 45% of Australia’s online shopping spend (PwC 2012)
23% of online shoppers now go to stores less often, compared to 10% in 2003 (PwC 2012)
Some more stats...
Retail as the "Third Space"
and experiential retailing
"It’s the sights, sounds and experiences that capture the emotive qualities of a brand. Stores are living, breathing entities that capture the sprit as well as the mind. None of that is easily replicated online.” Joseph Bona, CBX
Oldenburg defines the "third space" as a public place where people can gather to put aside the concerns of home (the first place) and work (the second place)—a place to connect with others and exchange ideas.
“We have evolved to a place where people are interacting with screens as much as with other people. So does this make the idea of a physical third space even more necessary?” Professor Ray Oldenburg
Hedonic consumption: the facets of behavior that relate to the multi-sensory, fantasy, and emotive aspects of consumption.
Consumption is driven by the fun a consumer has in using the product, and the criteria for “success” are essentially aesthetic in nature.
The “task” is concerned with hedonic fulfillment, such as experiencing fun, amusement, fantasy, and sensory stimulation.
Types of Hedonic Shopping
(Arnolds & Reynolds, 2003)
Hedonic vs. Utilitarian
Brick-and-mortar vs. Pureplay
Hedonic shoppers often shop for an appreciation of the experience rather than simply for task completion. As such, they tend to prefer the brick-and-motar business model.
On the other hand, utilitarian shoppers are more prone to purchase from pureplay business models than their counterparts are. Utilitarian value incorporates more cognitive aspects of attitude, such as economic “value for the money”.
source: Yoo C et al. (1998) Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude
The Use of Music and Scent
The use of music and scent are two examples of in-store experience that affects emotional state behavior.
Music and scent enhance consumers affective states such as mood and arousal as well as spending behavior.
Fast tempo and high volume VS low tempo low volume music
Warm colors VS cool colors
Ambient scents: use of leather, citrus and baby powder scents.
What Arousal and Pleasure do?
Meharabian and Russell’s model is strongly supported in environmental psychology and it is the most widely applied model of affect in the context of service environments.
Utilitarian aspects of the shopping experience, has been characterized as task-related and rational and related closely to whether or not a product acquisition “mission” was accomplished.
requires over-digitised lifestyles
not suitable for all brands or products
Digital wont be abandoned - the offline must complement the online
Evaluating a successful experience
Shift from owing to experiencing
57% of respondents said an experience they purchased gave them more happiness than a product (Carter & Gilovich 2010)
Emotional and cognitive responses to a product/brand is affected by the feelings generated by our senses (Augustin 2009)
Brands can enhance real-world sensory experiences through retail spaces
Bompas & Parr
Rooftop Bakewell Mini-Golf
Bompas & Parr
Conclusions & Projections
Retail as a third space is an opportunity for retailers to bring shoppers back to in-store environment. They should think about their customer motivations and brand to determine whether they can use emotional or experiential approaches to engage consumers. Knowing one's shopper segment is useful for constructing marketing communication strategies and design for a store itself.
Louis Vuitton Flagship Store Singapore