Nowadays, retailing is affected by constant changes. If in the past, the advent of digital retail imposed itself in sharp contrast with the physical one, today we are witnessing a counter-trend phenomenon. The new retail orientation is to combine digital and physical elements (the so-called phygitalization of the point of sale) in the same place to create an environment enriched by multisensory elements. Existing literature devoted to this research strand is still limited, and this paper attempts to contribute to deepen the scientific debate around it by analysing how the co-existing mixture of physical and digital elements within a retail store is shaping a phygitalized experience able to influence shoppers’ satisfaction, their behavioural intentions (intention to return, intention to recommend the store to others) and their memorability.

How to shape and to deliver a memorable experience in a Phygitalized Retail Store / Caboni F., Del Chiappa G.. - ELETTRONICO. - (2019), pp. 1-8. (Intervento presentato al convegno SIM Conference tenutosi a Piacenza nel 24-25 Ottobre 2019).

How to shape and to deliver a memorable experience in a Phygitalized Retail Store

Caboni F.
;
2019

Abstract

Nowadays, retailing is affected by constant changes. If in the past, the advent of digital retail imposed itself in sharp contrast with the physical one, today we are witnessing a counter-trend phenomenon. The new retail orientation is to combine digital and physical elements (the so-called phygitalization of the point of sale) in the same place to create an environment enriched by multisensory elements. Existing literature devoted to this research strand is still limited, and this paper attempts to contribute to deepen the scientific debate around it by analysing how the co-existing mixture of physical and digital elements within a retail store is shaping a phygitalized experience able to influence shoppers’ satisfaction, their behavioural intentions (intention to return, intention to recommend the store to others) and their memorability.
2019
Marketing 4.0: le sfide della multicanalità
1
8
How to shape and to deliver a memorable experience in a Phygitalized Retail Store / Caboni F., Del Chiappa G.. - ELETTRONICO. - (2019), pp. 1-8. (Intervento presentato al convegno SIM Conference tenutosi a Piacenza nel 24-25 Ottobre 2019).
Caboni F., Del Chiappa G.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/920897
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