I came across another intersting read in my research. This is an online article by Nick Gray, Managing Director of Live and Breath.
He talks about retail theatre as a way of creating emotion and engagement. Creating powerfully emotive and engaging retail environments is both a
science and an art. As a creative retail marketing agency involved with
developing atmospherics to create engaging shopping environments, Live
& Breathe has identified five scales that a shopping experience must
register on.
The first is affinity – the closeness a customer
feels to the values and attributes that the retail environment projects.
The second is pleasure: what degree of enjoyment do customers attain in
a particular retail environment?
Third is arousal, or the level
of stimulation experienced by shoppers.
Dominance – whether or not
customers feel like they are in control when they are shopping – is
fourth.
Last is flow – do customers remain engaged and can they move
with ease around the retail environment?
The shopping environments that best enrich customer experience are those that register on these five scales.
These five key points are interesting as they layout the emotional journey customers experience within a retail store. As a designer, I could use these five keys as a point of reference, making sure that my design can maximise these scales. The following is a link to the reading: http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=16231&Title=How_retail_theatre_can_drive_consumers_offline_and_in_store
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