Understanding retail experiences - the case for ethnography

Retailers develop branded experiences in order to enhance consumers' perceptions of the brand and bring the brand to life.
  

Understanding retail experiences – the case for ethnography

Michael J. HealyUniversity of Melbourne

Michael B. BeverlandRMIT University

Harmen Oppewal and Sean SandsMonash University

INTRODUCTION

In order to enhance consumers' emotional connections to the brand and provide a point of differentiation in a hyper-competitive environment, retailers have increasingly turned their attention to creating memorable retail experiences, which appeal to consumers at a physical and psychological level. For example, in 2001 Apple changed direction and initiated the retailing of experience offer through the Apple Store Experience. With the aim of switching customers to Apple (as...

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