Store Atmospherics and Experiential Marketing: A Conceptual Framework and Research Propositions for An Extraordinary Customer Experience

  •  Salomão Farias    
  •  Edvan Aguiar    
  •  Francisco Vicente Melo    


The components of a store atmosphere that can be manipulated to generate answers on individuals are related to
sensory factors. Experiential marketing that enhances the sensory aspects of consumption helps in understanding
the impact of retail environment on consumer behavior. Retailers around the world have embraced the concept of
customer experience management, with many incorporating the notion into their mission statements, searching
for the creation of a distinctive customer experience for their customers (Verhoef et al., 2009). The main
objective of this paper is to propose a conceptual framework for an extraordinary customer experience. The
construction of this theoretical paper was possible through the usage of desk research methodology. We reviewed
the theory on store atmospherics and customer experience, both related to the retail setting, beginning on the
1950’s and ending on 2011. We also provide some research propositions aiming to develop the knowledge in this
field. It is concluded that it is imperative for retailers today to take in account customers’ holistic experience as a
relevant tool to manage the retail operation in a scenario of global competition.

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