Atmospheric Cues in Retail Stores
Atmospheric Cues in Retail Stores:
Their Effect on the Consumer’s Hedonic Retail Experience
Introduction
Retailers are finding it more and more difficult to differentiate themselves from their competition, specifically based on the four Ps of marketing; product, place, price and promotion. They have been forced to inquire about diverse and distinctive atmospheric cues, in order to attract and maintain customers and their loyalty. According to (Morrison, 2001), elements such as colour, lighting, layout, and display features have been considered as having an immediate effect on the buying decision making process, and focus has moved from in-store product displays toward elements that excite the senses of shoppers, such as: screen videos and graphics, music, smell, lighting, flooring, etc. All of these things have a tendency to capture brand image and personality to help create a unique environment and shopping experience. Customer attitudes and perceptions relating to the complete value of the store, in terms of distinctiveness of the product and service levels, can be influenced by the atmospheric cues within the store.
The atmosphere in a store becomes important when, because of competitors, the merchandise is considered similar. Consequently, creating a unique environment becomes essential for fabricating a customer-retailer relationship. Also considering the alteration in our economy and change in shopping behaviour of customers, they are now seen as someone with feelings, personality and longings, and not just a buyer of products. (Quartier, Christiaans, and Van Cleempoel, 2009). This all means that retailers are obliged to look at marketing in a different way and generate new theories and perceptions in order to appeal to the customers of today’s market.
Sounds/Music Music communicates with our hearts and minds; it serves as a powerful connection to our emotions. Music is versatile; it has the ability to relax or invigorate.
Their Effect on the Consumer’s Hedonic Retail Experience
Introduction
Retailers are finding it more and more difficult to differentiate themselves from their competition, specifically based on the four Ps of marketing; product, place, price and promotion. They have been forced to inquire about diverse and distinctive atmospheric cues, in order to attract and maintain customers and their loyalty. According to (Morrison, 2001), elements such as colour, lighting, layout, and display features have been considered as having an immediate effect on the buying decision making process, and focus has moved from in-store product displays toward elements that excite the senses of shoppers, such as: screen videos and graphics, music, smell, lighting, flooring, etc. All of these things have a tendency to capture brand image and personality to help create a unique environment and shopping experience. Customer attitudes and perceptions relating to the complete value of the store, in terms of distinctiveness of the product and service levels, can be influenced by the atmospheric cues within the store.
The atmosphere in a store becomes important when, because of competitors, the merchandise is considered similar. Consequently, creating a unique environment becomes essential for fabricating a customer-retailer relationship. Also considering the alteration in our economy and change in shopping behaviour of customers, they are now seen as someone with feelings, personality and longings, and not just a buyer of products. (Quartier, Christiaans, and Van Cleempoel, 2009). This all means that retailers are obliged to look at marketing in a different way and generate new theories and perceptions in order to appeal to the customers of today’s market.
Sounds/Music Music communicates with our hearts and minds; it serves as a powerful connection to our emotions. Music is versatile; it has the ability to relax or invigorate.
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