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Branding, Marketing, and Design: Experiential In-Store Digital Environments

Branding, Marketing, and Design: Experiential In-Store Digital Environments

Anthony Kent, Charles Dennis, Marta Blasquez Cano, Eva Helberger, Josko Brakus
Copyright: © 2015 |Pages: 22
ISBN13: 9781466682979|ISBN10: 1466682973|EISBN13: 9781466682986
DOI: 10.4018/978-1-4666-8297-9.ch001
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MLA

Kent, Anthony, et al. "Branding, Marketing, and Design: Experiential In-Store Digital Environments." Successful Technological Integration for Competitive Advantage in Retail Settings, edited by Eleonora Pantano, IGI Global, 2015, pp. 1-22. https://doi.org/10.4018/978-1-4666-8297-9.ch001

APA

Kent, A., Dennis, C., Cano, M. B., Helberger, E., & Brakus, J. (2015). Branding, Marketing, and Design: Experiential In-Store Digital Environments. In E. Pantano (Ed.), Successful Technological Integration for Competitive Advantage in Retail Settings (pp. 1-22). IGI Global. https://doi.org/10.4018/978-1-4666-8297-9.ch001

Chicago

Kent, Anthony, et al. "Branding, Marketing, and Design: Experiential In-Store Digital Environments." In Successful Technological Integration for Competitive Advantage in Retail Settings, edited by Eleonora Pantano, 1-22. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8297-9.ch001

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Abstract

The aim of this chapter is to develop knowledge of retail environments through an overview of the most used technologies in retailing and the contribution of in-store technologies to the experience of the fashion store environment. The chapter commences with an overview of the influence of multichannel development, consumer-facing technologies, and their adoption by fashion retailers. The second part examines the use of digital signage and its contribution to atmospherics in a department store. The researchers have used a mixed method approach, with observational techniques drawn first from ethnographic methodology, and second, a quantitative approach to consumers' environmental response behavior. The results indicate a limited use of innovative in-store technologies and reliance on conventional technological media in fashion stores. Secondly, digital signage demonstrates both communication and experiential effects. The chapter concludes with a discussion of convergence between the virtual and physical store environments and the implications for theory and management.

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