An exploration of consumers’ experiences in physical stores: comparing consumers’ and retailers’ perspectives in past and present time

Research output: Contribution to journalArticle


In this paper, we explore consumers’ in-store experiences and their components, from both a consumer and retailer perspective. This is a replication of a study we performed in 2006 and thus we also examine how the role of the physical store has changed over the last decade. We use the Critical Incident Technique (CIT) to improve our understanding of consumers’ in-store experiences. Moreover, we conduct in-depth interviews with Swedish retailers to achieve an understanding of how retailers use aspects of the store environment to enhance the consumer experience. Interestingly, our results suggest that consumers’ in-store experiences to a large extent are created by the same aspects today as ten years ago (e.g. personnel, layout, atmosphere). Furthermore, while retailers today emphasize the importance of fulfilling new and more advanced consumer demands, they often still accentuate the weight and use of traditional values (e.g. personnel and layout) ahead of advanced technology.


Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Business Administration


  • consumer behavior, Customer experience, retailing, store environment, the physical store
Original languageEnglish
Pages (from-to)241-259
Number of pages19
JournalInternational Review of Retail, Distribution and Consumer Research
Issue number3
Publication statusPublished - 2017 May 27
Publication categoryResearch