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An exploration of consumers’ experiences in physical stores: comparing consumers’ and retailers’ perspectives in past and present time
Abstract
In this paper, we explore consumers’ in-store experiences and their components, from both a consumer and retailer perspective. This is a replication of a study we performed in 2006 and thus we also examine how the role of the physical store has changed over the last decade. We use the Critical Incident Technique (CIT) to improve our understanding of consumers’ in-store experiences. Moreover, we conduct in-depth interviews with Swedish retailers to achieve an understanding of how retailers use aspects of the store environment to enhance the consumer experience. Interestingly, our results suggest that consumers’ in-store experiences to a large extent are created by the same aspects today as ten years ago (e.g. personnel, layout, atmosphere). Furthermore, while retailers today emphasize the importance of fulfilling new and more advanced consumer demands, they often still accentuate the weight and use of traditional values (e.g. personnel and layout) ahead of advanced technology.
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“Empirical consumer and retailer perspectives on this topic remain deficient (Bäckström and Johansson, 2017;Bruce et al., 2023;Poorrezaei et al., 2023), especially within the physical fashion retail context, with nuances concerning tactile, sensory, and hedonic needs.”
From Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories perspective (2025) · cites this paper as Bäckström and Johansson, 2017
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Cited by
Alexander, B., & Varley, R. (2025) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.104108 · Cited by 87
Metadata
- Authors
- Bäckström, K., & Johansson, U.
- Venue
- The International Review of Retail, Distribution and Consumer Research
- Publisher
- Informa UK Limited
- Published
- 2017-05-09
- Volume
- 27
- Issue
- 3
- Pages
- 241-259
- ISSN
- 0959-3969
- 1466-4402
- Cited by
- 39
- References
- 67
- Language
- en
- Funders
- The Swedish Retail and Wholesale Council (Handelsrådet)
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