Branding, marketing and design: experiential in-store digital environments
- Submitting institution
-
Nottingham Trent University
- Unit of assessment
- 32 - Art and Design: History, Practice and Theory
- Output identifier
- 3R - 959882
- Type
- C - Chapter in book
- DOI
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10.4018/978-1-4666-8297-9.ch001
- Book title
- Successful technological integration for competitive advantage in retail settings
- Publisher
- IGI Global
- ISBN
- 1466682973
- Open access status
- Out of scope for open access requirements
- Month of publication
- December
- Year of publication
- 2015
- URL
-
-
- Supplementary information
-
-
- Request cross-referral to
- -
- Output has been delayed by COVID-19
- No
- COVID-19 affected output statement
- -
- Forensic science
- No
- Criminology
- No
- Interdisciplinary
- No
- Number of additional authors
-
3
- Research group(s)
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C - Fashion and Textiles Research Centre
- Proposed double-weighted
- No
- Reserve for an output with double weighting
- Yes
- Additional information
- The aim of the chapter is to extend knowledge of retail environments and the contribution of instore technologies to the consumer experience of the fashion store environment. While online fashion retailing and fashion stores themselves have been researched, there has been a gap in knowledge about the prevalence of multichannel retailing, the use of consumer-facing technologies and their adoption by fashion retailers. The first part of the chapter demonstrates the depth of the research with over 180 references to focus this project, and uniquely, analyses fieldwork undertaken in London’s fashion stores. The second part examines the specific use of technology, - digital signage - in a department store. The researchers have used a mixed method approach, with observational techniques drawn from ethnographic methodology to explain the retail environment and secondly, a quantitative approach to consumers’ environmental response behaviour. The research demonstrates both the communicative and experiential effects of the instore technologies. Digital signage, evoking affective, sensory brand-experience, provides a different theoretical explanation of how marketing communications influence consumers than that provided by existing mass-media models.
The author was invited to contribute to this book, whose aim is to provide an international point of reference for research in the field. IGI is an academic publisher in the USA specialising in high quality research in business and technology. All chapters are edited and reviewed before publication. This chapter has influenced further research outputs and forms part of a series of peer-reviewed conference papers in the UK and Europe, a further book chapter, journal articles and a book, ‘ Retail Design” Theoretical Perspectives” (Routledge, 2017).
- Author contribution statement
- -
- Non-English
- No
- English abstract
- -