The role of brick-and-mortar exterior atmospherics in post-COVID era shopping experience: a systematic review and agenda for future research

Abstract

Physical store atmospherics make up an important dimension of retailing. They shape consumer perception, cognitive and affective reactions, and a variety of behaviors. The literature on exterior atmospherics is scant. However, recent trends suggest that exterior atmospherics can provide value-added services and play a role in providing phygital touchpoints that contribute to consumers’ perceptions of safety, seamlessness, and entertainment. This article seeks to examine the strategic potential of exterior atmospherics in shopping experiences and their role in providing competitive advantage in physical retailing in the post-COVID era. This paper is the first to provide a systematic literature review of exterior brick-and-mortar atmospheric variables. The results show that the theoretical frameworks in the extant literature are insufficient in explaining the complex interrelationships that make up a shopping experience. In response to this shortcoming, this paper provides a managerially oriented research agenda through complexity theory and the ‘customer journey’ framework.