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