La vitrine du magasin : son rôle et son influence dans l'expérience de magasinage

One of the relevant issues for retailers in this dissertation is the role of marketing mix elements outside the physical store in attracting customers. Another relevant issue is the evolution of the physical retailing experience which is partly due to the ever increasing presence of new retail technology. The aim of this dissertation is to answer the following question: how do store windows influence anticipated shopping experience? We focus on the influence of interactive technology and construal level in store windows on perceived global atmosphere, visual attention, affective response, anticipated shopping value and patronage intentions. Shopping motivation and exploratory buying behavior tendency were tested for moderating effects. Two experiments were conducted for this doctoral research. The results from the in situ field experiment (n=251) reveal a hedonic and arousing effect from usage of the interactive window display. The second experiment on store window construal level (n=144) was conducted using eyeLtracking equipment in a controlled laboratory setting. The results show a significant influence of store window construal level on perceived global atmosphere and on patronage intentions. The results from the heat map analysis show that utilitarian shopping motivation reinforces visual attention to products in the window display. No moderating effect was found in either study for exploratory buying behavior tendency

The Influence of Interactive Window Displays on Expected Shopping Experience

Purpose The global aim of this paper is to provide managerial and theoretical contributions in order to guide retailers in their decision to invest in interactive storefront technology and to fill in the gaps in the literature in regards to the influence and the role of exterior atmospheric variables in brick-and-mortar retail experience. The purpose of this paper is to investigate the role of interactive technology in window displays and its influence on consumers’ affective responses, expected shopping experience and behavioural intentions at the point of sale. Design/methodology/approach The design of the study is founded in the presence (=1) vs absence (=0) of interactive technology in the window display. A partial least squares–structural equation modelling (PLS–SEM) approach is used to analyse the structural model and the correlations between the variables. Findings This paper finds that the technology has a significant influence on arousal, and that expected shopping experience has a significant influence on patronage intentions. Research limitations/implications This study was conducted on French individuals in a tourist bureau setting. The study should be replicated in other retail settings in order to improve the generalisation of the findings. Originality/value This study is the first to experimentally test the influence of an interactive storefront display in retailing. This paper also contributes to the retailing literature on exterior atmospheric variables