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The miracles of the Namiya General Store
\"When three delinquents hole up in an abandoned general store after their most recent robbery, to their great surprise, a letter drops through the mail slot in the store's shutter. This seemingly simple request for advice sets the trio on a journey of discovery as, over the course of a single night, they step into the role of the kindhearted former shopkeeper who devoted his waning years to offering thoughtful counsel to his correspondents. Through the lens of time, they share insight with those seeking guidance, and by morning, none of their lives will ever be the same\"--Provided by publisher.
Book
Neurophysiological study of consumer emotional reactions in a simulated multisensory retail environment
Emotions play a crucial role in shaping consumer experiences and decisions. Neurophysiological tools offer objective markers of emotional reactions in multisensory environments, where positive valence promotes approach behavior and negative valence fosters avoidance.
We applied the Osgood semantic differential (SD) to establish correspondences between visual, auditory, and olfactory stimuli and target emotions relevant to retail zoning. Based on SD results, we selected stimuli to create multisensory environments. These were presented in immersive virtual reality (VR) to 27 participants. Emotional responses were assessed via heart rate (HR), heart rate variability (HRV), and electrodermal activity (EDA).
SD analysis identified cross-modal associations between sensory stimuli and retail zones, allowing refinement of semantic positioning. VR experiments revealed that HRV significantly increased in pleasant environments, indicating enhanced parasympathetic activation. HR and EDA showed no significant correlation with emotional valence, though both displayed trends toward reduction in pleasant conditions.
Our findings suggest that HRV is a reliable physiological marker of consumers' approach behavior in multisensory retail environments, whereas HR and EDA are less sensitive. Combining SD with VR-based neurophysiological assessment enables objective evaluation of emotional zoning strategies, offering a scientifically grounded alternative to intuitive design practices for optimizing consumer experience.
Journal Article
Enchancing Point of Sale Materials for Consumer Engagement: A Neuromarketing Approach
Purpose – In today’s retail environment, shopping is a multi-sensory experience, making it crucial to understand how consumers perceive retail spaces. Retailers can influence consumers’ purchasing decisions by manipulating sensory stimuli. Thus, creating effective advertising materials that enhance shopping intent is vital for both manufacturers and retailers.
Design/Methodology/Approach – This study employed electroencephalography (EEG) to measure unconscious responses to visual marketing stimuli. We assessed emotional valence through prefrontal alpha asymmetry, attention via the alpha/beta activation ratio in the occipital lobe, and cognitive load through theta/beta and alpha activation in the parietal lobe.
Findings and Implications – Our findings indicate that for static advertisements (e.g., posters, floor stickers, wobblers), the most engaging combination of elements includes a headline, a person’s photo, an aesthetically pleasing food image, product packaging, and supporting text. This contradicts prior research suggesting that ads with minimal text and a sleek design have a greater impact. Additionally, promotional pricing displayed in bold had a notable effect on participants.
Limitations – The study adhered to GDPR standards by anonymizing data and using averaged metrics. However, it was conducted in an artificial setting, which may not fully reflect real retail environments. Additionally, the small sample size of 30 participants limits the generalizability of the findings. Technical challenges, such as those associated with EEG usage and participant selection criteria, were effectively addressed.
Originality – This research study stands out by integrating EEG to objectively measure unconscious shopper responses, as opposed to traditional self-reported data. It identifies specific advertisement elements that effectively increase consumer engagement, offering valuable insights into the ways in which to optimize advertising strategies to boost shopper engagement and purchasing intent
Journal Article
Online VR store as a sustainable fashion retail space
PurposeThe study applied the information system success model (ISSM) to investigate the influence of information system qualities (ISQs) on consumer responses related to sustainable fashion consumption in the context of comparing 3D VR store and 2D website.Design/methodology/approachThis study designed a questionnaire to measure five ISQs (usefulness, diversity, functionality, reliability and tangibility), immersion in messages and purchase intention. 270 data from women consumers of online fashion stores were collected using Macromill Embrain. Structural equation modeling with Amos 21 and process macro model 7 with SPSS 26 were used for analysis.FindingsThis study suggested the relevance of usefulness, diversity, reliability and tangibility among ISQs in evoking immersion in sustainable fashion messages and stimulating the purchase intention. In the moderation of website technology types, the effects of usefulness and tangibility on the immersion in sustainable fashion messages were stronger in 3D VR than 2D condition.Originality/valueThe study is meaningful as an initial study that identified the ISQs of online fashion stores by dividing the type of technology into 3D VR and 2D. We offer insights about the relevance and applicability of immersive VR technology in promoting sustainable fashion consumption and show the potential of online VR store as a new kind of sustainable fashion retail space.
Journal Article
Correlation Analysis of Retail Space and Shopping Behavior in a Commercial Street Based on Space Syntax: A Case of Shijiazhuang, China
The visibility and spatial characteristics of commercial space are the key factors that affect the space vitality. However, the coupling visibility graphical analysis of commercial spaces and spatial characteristics to quantitatively analyse consumer behaviour in commercial street spaces and assess the vitality of retail spaces has not been adequately studied. In this paper, the aim is to conduct a visibility graph analysis of Zhuangli Street in Letai Center, Shijiazhuang, using space syntax theory, assessing the spatial vitality of the retail space by investigating the shop visits. First, a methodology for obtaining data on spatial characteristics and consumer behaviour of shopping streets was developed. Secondly, this article constructs a process for a visibility graph analysis of Zhuangli Street based on space syntax theory. Third, two combination variables of the space coefficient and depth coefficient of shop windows in retail spaces of a commercial street are proposed. Finally, the effect of combination variables and business types on spatial vitality was analyzed using correlation and multiple regression methods, and a space vitality prediction model was proposed. The results showed that the shop with the highest shop visits of retail spaces in the shopping street is 13.55 times higher than the smallest shop. The space coefficient of the shop window, depth coefficient of the shop window, and space connectivity of retail spaces in commercial streets have positive effects on space vitality. The workflow proposed in this paper can provide technical support for retail space design in commercial streets as well as evaluating and optimizing commercial street space design solutions.
Journal Article
A case study on borders in retail spaces
PurposeThe existence of retail spaces lies far back in history. However, retail design as an academic field of work is relatively recent and available for development. The common points and differences between commercial spaces and retail spaces, as well as the relationship between private and public spaces, require academic attention from a retail perspective. The purpose of this paper is to contribute to the academic knowledge on retail design by interpreting retail spaces according to their relationship with their surroundings and their way of defining borders.Design/methodology/approachThe focal point of the paper lies on a case study based on built examples of retail spaces in Turkey. An actual perspective, along with the historical background of retail design, provides the theoretical framework of the study, as the term “border” is being interpreted according to encountered restrictions and intentions throughout the retail design process.FindingsThe case study conducted in the scope of this paper has shown that borders are an important component in retail design and they are affected by various factors like the limitations of the surroundings and atmospheric tools such as colours, lighting, sound or scent.Originality/valueAlthough there are existing studies on retail design from various perspectives, the interpretation of retail spaces in relationship with their borders is missing in academic literature. This paper provides a definition of borders in retail design including the elements that describe them and the knowledge of borders according to different corporate tendencies.
Journal Article
Towards Attaining Sustainable Retail Property Locations: The Relationships between Supply, Demand, and Accessibility of Retail Spaces
This study explored retail location performance of cities by investigating relationships between changes in retail property stock (supply), changes in retail rental value (demand), and spatial accessibility (retail consumer movement) across three UK cities, namely, Leeds, Newcastle, and York. This is to understand how retail locations and assets can be managed sustainably. In this sense, sustainability was considered through a dual focus in this paper: (1) the efficient use of retail property assets for economic purposes and (2) the impact of these physical retail assets on the local environment in terms of carbon footprint. The study relied on space syntax ideology in computing spatial accessibility index and adopted business rate datasets in computing changes in retail rental value and stock. Findings showed that spatial accessibility across retail locations could predict the performance of retail rental value (but not stock) across the sampled cities. The study further showed that extent of city analysis (scale) is significant in estimating retail location performance and understanding the influence of accessibility. This evidence has the potential to facilitate better decision-making concerning the planning, design, and management of retail locations and spaces. The study is significant because it can serve as a reference for promoting an urban sustainability agenda, especially in ensuring that urban land and properties are used optimally to maximise their social, economic, and environmental values.
Journal Article
A Critical Spatial Approach to Marketplace Exclusion and Inclusion
The authors apply insights from critical spatial theory to explore how space can be reimagined to be more inclusive. The meaning of spaces includes (1) objective physical space, (2) subjective imagined space, and (3) lived space used by consumers. The authors discuss several cases in which different social actors (i.e., consumers, marketers, businesses, and policy makers) exert various forms of agency to achieve power and control in the social space and maximize different goals. They also highlight how critical spatial theories can be extended by marketing researchers. Businesses sometimes have more diverse interests than merely profit maximization and can consider a wider array of other stakeholders' interests to ensure the long-term survival of the firm. Finally, the authors examine implications for public policy. They point out the usefulness of a critical spatial perspective in such areas as affordable housing, inclusive and democratic retail space development, spatial segregation, and suburban sprawl.
Journal Article
Embeddedness and the (re)making of retail space in the realm of multichannel retailing: the case of migros sanal market in turkey
The purpose of this article is to investigate the value of the concept of embeddedness for economic geographers. Alongside the case study of the multichannel grocery retailing brand Migros in Turkey, the spatial impacts - in relational and physical terms - of digitalization and the integration of an online shop into the profile of a supermarket chain are investigated. In applying the concept of embeddedness the article seeks to understand these complex, diverse and uneven processes of (retail) restructurings that affect different dimensions and dynamics of networks, societies and spaces. In my case study I identify two dimensions of embeddedness processes: (1) embedding the online shop in the firm's routines and practices, whereby processes of transfer of knowledge and technology dominate; and (2) embedding online shopping in the customer's routines and practices, whereby processes of adaption to consumer culture dominate. These dimensions are reflexive and as such mirror ongoing negotiation processes between the two stakeholders. On one hand multichannel retailing thus not only alters where but also how people shop, and can result in new retail spaces like pick-up stores. On the other hand it can be shown, that the \"locations\", where online shopping of Migros is available, reproduce spatial variations of socio-economic factors, such as income distribution or population density. As such, the concept of embeddedness is useful for economic geographers - also in the realm of e-commerce - to unravel the interconnections of societal, organizational and spatial patterns as well as their variations across space. The study is based on qualitative interviews.
Journal Article
Dualities of Function: Archaeological Approaches to the Study of Movement and Space within the late‒Victorian Department Store
Department stores, in the second half of the nineteenth century, can be characterised as spaces with multiple functional identities. Retailers aimed to maximise potential sales through a combination of innovative display, modernised architecture, and the curation of customers’ movement, which promoted increased sales opportunities by assistants. In large stores, where sales figures were the only indicator of success, assistants were under pressure to ‘never allow a lady to leave without a sale’. Women, however, were inclined to view department stores as leisure spaces, respectable enough to be visited without an escort. This duality of function, with department store interiors existing simultaneously as sales floor and leisure space, appears to have resulted in tension between sales staff and customers. Drawing on the extensive literature focused on spatial archaeologies of eighteenth-century retail interiors, this article considers the department store as an extension of earlier shopping practice, drawing links between the private pseudo-domestic parlours of the Georgian shop and the refreshment rooms of the department store. It is shown that the creation of subdivided interiors allowed for the separation of retail and leisure space, allowing for the easing of tension between staff and customer, and demonstrating a continuation of the retail owner as peer and host for the customer.
Journal Article