TITLE:
Stimulating Curiosity and Consumer Experience in a Retailer
AUTHORS:
Silvia Cachero-Martínez, Rodolfo Vázquez-Casielles
KEYWORDS:
Experience Marketing, Emotion, Retail, Customer Experience Management
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.7 No.4,
April
28,
2017
ABSTRACT: Nowadays,
retailers have to try to differentiate themselves from their competitors through
consumer shopping experience. The authors distinguish several experience dimensions
and develop a shopping experience scale that includes six dimensions: sensory (tactile,
scent, auditory, visual, taste), intellectual (through design and with employees),
social, pragmatic and emotional. Analyzing the experiences by sectors of activity,
our study indicates that the emotional experience predominates in some sectors,
like jewelry or bookstores. Emotional experience can also be linked to pragmatic
experience. This occurs in the sports, decoration and toy sectors. Thus it is important
to develop innovations related to emotional experience. Enhancing imagination, creativity
and arousing consumer curiosity the retailer will create an experiential shop, which
are of particular interest to the consumer.