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Anne L. Roggeveen and Dhruv Grewal

Even in today’s omnichannel environment, in-store marketing remains critical for retailers. In-store marketing pertains to all activities that a retailer undertakes within the store to engage with customers and get customers to engage with the retailer’s goods and services. To attract and interest consumers, retailers must capitalize on the time consumers spend in their stores creating experiences that meet the shoppers’ needs. As such, retailers must recognize that some shoppers desire an interactive experience in-store, while others want to be in and out quickly. This chapter highlights eight key in-store marketing factors. Four of these in-store elements are more conventional (the atmosphere of the retailer, the merchandise sold, the service experience, and in-store sampling), while four are emerging – digital displays/signage, omnichannel, integrating mobile, and robotics. Related research and future research directions are discussed.

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Elisa Schweiger, Dhruv Grewal, Anne L. Roggeveen and Lauren Skinner Beitelspacher

This chapter examines how luxury brands should consider customer experience in a multi-channel world. Building from the customer experience framework and the store environment framework, we present a framework focused on customer behavior and experience. We then focus on three aspects which are particularly important for luxury retailers to consider in the multi-channel environment. These aspects are: (1) the luxury brand, (2) visual elements in the luxury retail atmosphere, and (3) the social luxury environment. For each of these factors, the chapter examines prior literature, discusses how each factor can impact retail channels, and identify research gaps which can serve as foundations for future research.

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Elisa B. Schweiger, Anne L. Roggeveen, Dhruv Grewal and Nancy M. Puccinelli

To remain competitive, brick-and-mortar retailers need to create unique, engaging in-store experiences, such that they evolve from simply competing at a merchandise level and ensure holistic retail experiences that encourage customers to keep coming back. In this chapter, we examine how the five sensory components – vision, audition, olfaction, touch, and taste – can enhance customer engagement in the pre-purchase and purchase stages. This chapter reviews research that demonstrates how pre-purchase- and purchase-stage sensory touchpoints impact customer engagement.