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Branding, Marketing, and Design: Experiential In-Store Digital Environments
Abstract
The aim of this chapter is to develop knowledge of retail environments through an overview of the most used technologies in retailing and the contribution of in-store technologies to the experience of the fashion store environment. The chapter commences with an overview of the influence of multichannel development, consumer-facing technologies, and their adoption by fashion retailers. The second part examines the use of digital signage and its contribution to atmospherics in a department store. The researchers have used a mixed method approach, with observational techniques drawn first from ethnographic methodology, and second, a quantitative approach to consumers' environmental response behavior. The results indicate a limited use of innovative in-store technologies and reliance on conventional technological media in fashion stores. Secondly, digital signage demonstrates both communication and experiential effects. The chapter concludes with a discussion of convergence between the virtual and physical store environments and the implications for theory and management.
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