Designing In-Store Atmosphere for a Holistic Customer Experience

Abstract

The chapter focuses on the design of the in-store atmosphere to create a holistic experience for customers. It investigates the Italian pharmaceutical context from the retailer's perspective to better understand how the new players (Health Corners into large retailers) and the traditional ones (pharmacies) manage the physical, social and sensorial dimension of the store to enable customers to live an immersive experience. The design of a successful in-store atmosphere is particularly critical in the pharmaceutical context as it reflects the increasing buying process complexity. Results reveal the key role of in-store communication activities to the creation of unique customer experiences. Furthermore, they emphasize how the management of the physical spaces, the creation of trustfully relationships and the stimulation of the customers' senses create a useful environment to positively affect the customers' cognitive, affective, emotional, social and physical responses to the retailer.