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Selling the Extraordinary in Experiential Retail Stores

Author

Listed:
  • Steffen Jahn
  • Tim Nierobisch
  • Waldemar Toporowski
  • Till Dannewald

Abstract

To drive differentiation and create competitive advantage, most brands strive to deliver extraordinary brand experiences. One means of doing so is operating flagship stores, in which an augmented brand display allows consumers to experience the brand more strongly. The results of an experiment that simulates a brand store versus flagship store visit and manipulates motivational orientation indicate that the retail experience updates the brand experience. In flagship stores, this process is facilitated by recreational (vs. task-oriented) motivation, while the opposite occurs in (nonexperiential) brand stores. Through improved brand experience, a positive retail experience generates purchases of both standard and exclusive store products. A field study confirms this effect, identifies brand salience as a moderator, and shows that positive retail and brand experiences generate cross-channel purchase intention and brand buzz.

Suggested Citation

  • Steffen Jahn & Tim Nierobisch & Waldemar Toporowski & Till Dannewald, 2018. "Selling the Extraordinary in Experiential Retail Stores," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(3), pages 412-424.
    • Handle: RePEc:ucp:jacres:doi:10.1086/698330
    DOI: 10.1086/698330
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    Cited by:

    1. Henkel, Laura & Toporowski, Waldemar, 2021. "Hurry up! The effect of pop-up stores’ ephemerality on consumers’ intention to visit," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Henkel, Laura & Jahn, Steffen & Toporowski, Waldemar, 2022. "Short and sweet: Effects of pop-up stores’ ephemerality on store sales," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Ye, Yuchen & Yang, Yikai & Huang, Qi, 2023. "Identifying and examining the role of pop-up store design: A mixed-methods study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Reinartz, Werner & Wiegand, Nico & Imschloss, Monika, 2019. "The impact of digital transformation on the retailing value chain," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 350-366.
    5. van de Sanden, Stephanie & Willems, Kim & Brengman, Malaika, 2020. "How do consumers process digital display ads in-store? The effect of location, content, and goal relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

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