Overview
- Increasing customer well-being in stationary retail with multisensory technology
- Academic and practical perspective with contributions from renowned professors and companies
- Provides concrete advice on how to optimize and differentiate from online retailers
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Table of contents (33 chapters)
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Front Matter
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Part I
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Front Matter
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Part II
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Front Matter
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Part III
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Front Matter
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Keywords
About this book
This book describes how an optimal store design can contribute to the well-being of the customer and to differentiation from online retail. From an academic and practical perspective, with contributions from renowned academics and companies, it shows how a coherent store design can be created in harmony with the retail brand.
The central challenge here is the conscious orchestration of the diverse sensory stimuli. How can the many sources of stimuli be controlled? Which shelf shape goes with which light, colour and sound? Dealing with the variety of stimuli in a store environment can quickly become complex and incongruence can have a decisive negative impact on the well-being of customers. A customer-centric store environment therefore focuses on the well-being of people.
Renowned scientists and traders show the state of the science on these issues and give valuable suggestions for the trade. With best practice examples and valuable suggestions for practical implementation
Editors and Affiliations
About the editors
Prof. Dr. Gunnar Mau is Professor of Applied Psychology and Vice President Research & Teaching at the DHGS German School of Health and Sport. His research focuses on the buying motives and buying behaviour of people on the sales floor.
Dr. Markus Schweizer is managing director of the boutique consultancy Holistic Consulting and accompanies retail companies in German-speaking countries in the customer-centric development and implementation of their strategy and total store design.
Christoph Oriet has more than 30 years of experience in Swiss food retailing (Coop and Migros) - including as Head of Total Store at Migros Genossenschaftsbund in Zurich. He is Chairman of the Board of Directors at SCS Storeconcept in Switzerland, a full-service store builder.
Bibliographic Information
Book Title: Multisensory in Stationary Retail
Book Subtitle: Principles and Practice of Customer-Centered Store Design
Editors: Gunnar Mau, Markus Schweizer, Christoph Oriet
DOI: https://doi.org/10.1007/978-3-658-38227-8
Publisher: Springer Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2023
Softcover ISBN: 978-3-658-38226-1Published: 08 February 2023
eBook ISBN: 978-3-658-38227-8Published: 07 February 2023
Edition Number: 1
Number of Pages: XXVII, 481
Number of Illustrations: 31 b/w illustrations, 114 illustrations in colour
Topics: Marketing, Consumer Behavior, Industries, Sales/Distribution