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Article - Designing for valuable in-store experiences: what to consider in practice
The ever-evolving retail context can be difficult to navigate both for brands and retail designers. Over the past years, the growth of online shopping and the experience economy have triggered a push to focus on generating valuable in-store experiences (Alexander and Kent 2017; Baker et al.2020). This was already proving to be a challenge before the COVID pandemic but it has become even more so since then (Meitiner 2021).
Although there is a growing body of knowledge on the concepts of value in the physical retail context (Willems et al. 2016) and in-store experiences (Bäckström and Johansson 2017; Petermans 2012), thus far there is still little research specifically looking to apply this in combination to the daily concerns and practices of retail designers.
