ATMOSPHERE - Every detail fits into the bigger picture. A story is told. The interior gives a rustic and natural atmosphere that calms you down. This perfectly matches the products they offer. If one would take the products out of the shop, the design and experience would still make it clear who one is and what they sell. The shop really suits the product and the design communicates the brand values. (Quartier, 2017)
PRODUCT PRESENTATION - The products stand out immediately. This is partly due to the fact that the lighting is focused on them and they are sorted by colour. Lighting influences the experience of the atmosphere of a shop and the perception of price and image. (Quartier, 2011)
SERVICE - The salespeople immediately ask if they can help with anything. You will also be offered tea upon entry. All employees clearly have a good knowledge of products. Because of this knowledge, helpfulness and cordiality of the employees, the customer will have a positive experience when visiting a Rituals shop (Kulkarni, 2013).
MUSIC - The quiet music fits the theme of 'zen' and 'well-being'. The volume and tempo of the music have an effect on the shopping behaviour. The music should be suitable for the context in which it is used to increase the conviction to buy. (Charles S. Areni and David Kim, 1993)
TACTILE SENSE - You can always test products such as perfume and cosmetics. People like to try new things. It's an ideal way to gain customers' confidence in a product. (Wu John, 2010)
SUSTAINABILITY - The products have not been tested on animals. Rituals also uses recyclable products. This is also very good for their image.
EYECATCHERS - Eyecatchers (such as the blossom tree that is always at the centre of the shop) attract attention and ensure that the consumer is guided through the shop (Chan & Chan, 2007). They stimulate the customer and create amazement and curiosity (Pecoraro & Uusitalo, 2014).
CHARITY - Rituals supports charities.
STORE LOCATION - Rituals' building in Hasselt is beautifully situated. You can find this Rituals shop at a well-known and cosy little square (the Botermarkt), which allows many customers to see the shop perfectly and lures passers-by in easily.
LIGHTING - The light in this dark space is mainly focused on the products, making them stand out even more. A well-chosen lighting helps to radiate a certain image and can strengthen the retailer's identity (Quartier, Vanrie, & Van Cleempoel, 2014).
FACADE - There are many windows, making it easy to look inside. It is also very recognizable by the famous Rituals logo. The facade immediately stands out in the streetscape that attracts the attention of passers-by from afar. In this way the retailer distinguishes himself from the masses (Bellizzi, Crowley, & Hasty, 1983).
SCENT - The scent present in Rituals shops come from the product range and the many testers. A customer has a more positive attitude towards the shop when scent and product are in agreement. (Martijn Hendrikx, 2018)
EMOTIONAL WARMTH - If you walk into a Rituals shop, you are immediately offered hot tea. This heat is absorbed by the hands throughout the body, triggering an emotional reaction. As a result, the consumer will immediately see the shop staff as much more caring and generous. (Williams & Bargh, 2008).