Abstract
With increasing interests in experiential retail, several fashion brands create a consumer-engaged "retail-tainment" offering entertainment activities and events in the brick-and-mortar retail space that consumers can partake in. The purpose of this study was to investigate the effect of consumer-engaged "retail-tainment" on consumer's store perceptions (e.g., perceived store value, store innovativeness, store entertainment, store distinctiveness) and store loyalty in the context of a fashion retail store. The moderating effect of market mavenism was also assessed. Data were collected from undergraduates (<i>n</i>= 210) enrolled at Eastern University in the U.S. Structural equation modeling revealed that the retailer's offering of consumer-engaged "retail-tainment" had an impact on consumer's perception of store value, innovativeness, entertainment, and distinctiveness. Perceived store innovativeness, entertainment, and distinctiveness all had positive effects on store loyalty but not store value. There was a significant moderating effect of market mavenism on the relationship between store perceptions and store loyalty.
Highlights
The closing of numerous brick-and-mortar stores is a significant issue in the U.S retail industry
Participants were asked to respond to established measures of the variables using 7-point scales: “Retailtainment” (e.g., “This store offers fun events.”), store value (e.g., “The entertaining factors this store offers would make a good impression on the store.”), store innovativeness (e.g., “This store offers a creative shopping environment.”), store entertainment (e.g., “I would enjoy the entertaining environment in this store.”), store distinctiveness (e.g., “This store is different from other stores.”), store loyalty (e.g., “I am willing to visit this store for my fashion shopping.”), and market mavenism (e.g., “I like introducing new trends, places, or products to my friends.”)
These results provide evidence that ‘consumer-engaged’ “retail-tainment” can be effective in generating positive store perceptions and store loyalty
Summary
The closing of numerous brick-and-mortar stores is a significant issue in the U.S retail industry. In certain locations (e.g., Manhattan), Urban Outfitters provides customers a multi-level retail experience offering a mixture of retail, dining, events (e.g., yoga classes, live music concerts, new product launching party), pop-ups, and artist collaborations (e.g., crafting workshops). The success of this retailer is some evidence that recreational fulfillment and real human interaction that can be experienced through location-based activities can be a major driver of consumers’ store visits
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