Multisensory in stationary retail: principles and practice of customer-centered store design
- Wiesbaden Springer 2023
- xxvii, 481 p.
Table of contents: Table of contents (33 chapters) Front Matter Pages i-xxvii Download chapter PDF Part I Front Matter Pages 1-2 Download chapter PDF Multisensory in Stationary Retail: Principles and Practice in Customer-Centered Store Design – Neuromerchandising at the Point of Sale Achim Fringes Pages 3-19 The Emotional Organization: Feelings, Senses, Consciousness Beat Grossenbacher, Brigitte Mäder Pages 21-42 Perception Research and Its Significance for Retail Marketing and Shopper Research Andrea Gröppel-Klein Pages 43-58 From Bottom-Up to Top-Down in the Store Environment: Multisensuality Using the Example of Background Music Georg Felser, Patrick Hehn Pages 59-79 Looked at and Bought? How Extrinsic and Intrinsic Product Characteristics Influence Food Purchases Claudia Symmank Pages 81-98 Identifying Brand Values and Staging Them Multisensually Karsten Kilian Pages 99-121 Synthesis: Multisensory – Perception with All Senses Gunnar Mau, Markus Schweizer, Agnes Fleischer Pages 123-129 Part II Front Matter Pages 131-131 Download chapter PDF Retail in Times of New Work: Thoughts on the Renaissance of Stationary Trade Martin Kiel, Markus Schweizer Pages 133-140 Selling Comes from Understanding: Retail Is Always the Encounter of People Bert Martin Ohnemüller Pages 141-147 Stationary Retail from the Perspective of Digital Natives Philipp Riederle, Markus Schweizer Pages 149-158 The Trust Advantage of Stationary Shops Cornelia Diethelm Pages 159-165 Best Practices for AI in Retail: Also for Multisensory? Gerrit Heinemann, Kerstin Sonntag, Marcus Groß Pages 167-181 Digital Presence in Physical Shopping: From a “Benefit-Oriented Approach” to Successful Customer Engagement Pierre Gervais Farine Pages 183-200 Consumer Experience Through the Use of Mixed Reality in Shopping Environments Christian Zagel Pages 201-214 Synthesis: Phygital – The Dawn of a New Age of the Senses Gunnar Mau, Markus Schweizer, Agnes Fleischer Pages 215-220 Part III Front Matter Pages 221-221 Download chapter PDF Turning a Shopping Location Into a Brand! Hermann W. Braun Pages 223-245 (https://link.springer.com/book/10.1007/978-3-658-38227-8)
This book describes how an optimal store design can contribute to the well-being of the customer and to differentiation from online retail. From an academic and practical perspective, with contributions from renowned academics and companies, it shows how a coherent store design can be created in harmony with the retail brand.
The central challenge here is the conscious orchestration of the diverse sensory stimuli. How can the many sources of stimuli be controlled? Which shelf shape goes with which light, colour and sound? Dealing with the variety of stimuli in a store environment can quickly become complex and incongruence can have a decisive negative impact on the well-being of customers. A customer-centric store environment therefore focuses on the well-being of people.
Renowned scientists and traders show the state of the science on these issues and give valuable suggestions for the trade. With best practice examples and valuable suggestions for practical implementation