Short answer

Design physical retail spaces to be multi-sensory and interactive, encouraging instinctive engagement to foster a stronger sense of belonging for consumers.

Field
User-Centred Design
Source
European Journal of Marketing (2019)
Method
Qualitative research combining introspective accounts and in-depth interviews.
Sample
97 introspective accounts + interviews with consumers, managers, and employees
Evidence
Moderate effect

Retail brandscapes can be designed to foster a deeper consumer connection by engaging multiple senses and physical interactions, leading to a feeling of belonging. This user-centred design research insight is drawn from a 2019 study published in European Journal of Marketing. Using Qualitative research combining introspective accounts and in-depth interviews. with 97 introspective accounts + interviews with consumers, managers, and employees, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design physical retail spaces to be multi-sensory and interactive, encouraging instinctive engagement to foster a stronger sense of belonging for consumers.

Study
User-Centred DesignHigh ImpactModerate effect

Sensory Immersion in Retail Environments Drives Consumer Emplacement

Retail brandscapes can be designed to foster a deeper consumer connection by engaging multiple senses and physical interactions, leading to a feeling of belonging.

European Journal of Marketing · 2019

01

Key Findings

  • 01Consumers interact with retail environments in corporeal, instinctive, and sensual ways.
  • 02Four key touchpoints (sensory activation, brand materialities, corporeal relationality, and (dis)orientation) contribute to an 'Immersive Somascape Experience'.
  • 03These embodied experiences can lead to consumer emplacement, a feeling of belonging within the brandscape.
02

Application

Design takeaway

Design physical retail spaces to be multi-sensory and interactive, encouraging instinctive engagement to foster a stronger sense of belonging for consumers.

How to apply

When designing physical retail spaces, consider the tactile qualities of materials, ambient sounds, scents, and the flow of movement to create a cohesive and immersive brand experience.

Project actions

  • 01When researching user experience, think about how people physically interact with products or environments.
  • 02Consider using methods that capture subjective, embodied feelings, not just functional aspects.
03

Method & Evidence

AimHow can retail brandscapes be designed to leverage embodied consumer experiences for deeper engagement and a sense of emplacement?
MethodQualitative research combining introspective accounts and in-depth interviews.
ProcedureResearchers collected 97 introspective accounts from target consumers and conducted interviews with consumers, managers, and employees of a specific retail brand (Hollister Co.) to understand embodied interactions within the store environment.
Sample97 introspective accounts + interviews with consumers, managers, and employees
ContextRetail brandscapes, specifically a clothing store.

Variables

IVDesign elements of the retail brandscape (sensory activation, materialities, spatial layout).
DVConsumer emplacement, embodied experience (instinctive, sensual interaction).
CVTarget age group of consumers, specific retail brand.
04

Strengths & Limitations

Strengths

  • +Holistic approach to consumer experience.
  • +Focus on often-overlooked embodied and sensual aspects.

Limitations

It can be hard to objectively measure 'embodied experience' or 'emplacement'.

Reliability & validity

The qualitative nature and subjective reporting limit generalizability and objective measurement, but provide rich, in-depth understanding of user experience.

Think critically

To what extent can the 'Immersive Somascape Experience' be intentionally designed, and what are the ethical considerations of manipulating consumer embodiment?

05

Design Principles

"Design for embodied experience: Engage all senses and physical interactions to create immersive and memorable brand environments."

Understanding how consumers physically and instinctively interact with a retail space, beyond just visual appeal, is crucial for creating memorable and engaging brand experiences. This holistic approach can differentiate physical retail from online shopping.

06

What This Means for Your Design

Stores can make you feel like you belong by using smells, sounds, textures, and how you move around to create a cool vibe.

How to use in your project

  • 1.Reference this study when discussing how the physical design of a product or environment impacts user emotions and connection.
07

Add to My Project

08

Quick Cite

Paragraph starter

This research highlights the importance of embodied consumer experiences in retail, suggesting that engaging multiple senses and physical interactions can lead to a deeper sense of consumer emplacement. Designers can apply this by creating environments that are not only visually appealing but also tactile, auditory, and kinesthetically engaging, fostering a stronger connection between the consumer and the brand.

09

Source

European Journal of Marketing

An embodied approach to consumer experiences: the Hollister brandscape

journal · 2019

View source

Questions About This Research

What does the research say about sensory immersion in retail environments drives consumer emplacement?
Design physical retail spaces to be multi-sensory and interactive, encouraging instinctive engagement to foster a stronger sense of belonging for consumers. Evidence: European Journal of Marketing (2019).
Why does "Sensory Immersion in Retail Environments Drives Consumer Emplacement" matter for design?
Understanding how consumers physically and instinctively interact with a retail space, beyond just visual appeal, is crucial for creating memorable and engaging brand experiences. This holistic approach can differentiate physical retail from online shopping.
How can designers apply this research?
Design physical retail spaces to be multi-sensory and interactive, encouraging instinctive engagement to foster a stronger sense of belonging for consumers.
What were the main findings?
Consumers interact with retail environments in corporeal, instinctive, and sensual ways.. Four key touchpoints (sensory activation, brand materialities, corporeal relationality, and (dis)orientation) contribute to an 'Immersive Somascape Experience'.. These embodied experiences can lead to consumer emplacement, a feeling of belonging within the brandscape.
What research method was used?
Qualitative research combining introspective accounts and in-depth interviews. with 97 introspective accounts + interviews with consumers, managers, and employees.
How strong is the evidence?
Evidence strength is rated Moderate effect, based on a 2019 journal from European Journal of Marketing.
What should I do differently in my next project?
When designing physical retail spaces, consider the tactile qualities of materials, ambient sounds, scents, and the flow of movement to create a cohesive and immersive brand experience.
What are the limitations?
The study focused on a single brand, and findings may not be universally applicable to all retail contexts. The reliance on subjective introspective accounts can introduce bias.