Volume 2
Issue 2
Fall 2009
Experiential Retailing
Letter from the Editors
Articles
Borgata Hotel Casino and Spa: A Bit of Vegas at the Jersey Shore
Arianna Riccioni
Keywords: experiential retailing / luxury / sensory consumption / Borgata
Abstract
In order to better understand the concept of experiential retailing, this paper will provide insight into the consumer experience of Borgata Hotel Casino and Spa located in Atlantic City, New Jersey. The research conducted will include visiting the retailer to absorb the full atmosphere and activities along with secondary sources that are focused on the Borgata's operations, consumers, services, and ambiance. The context of this study is centered on the types of consumption and retailing utilized by the business in order to attract and retain customers. Due to the nature of casinos, the Borgata's sensory consumption techniques will be explored. In regards to the types of retailing that exist within a casino environment, thematic will be the primary category present; however, entertainment retailing is also seen throughout the various activities offered within the Borgata. The following study explores how this specific retailer achieves the transformation from products and services to a total consumption experience.
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The J. Crew Catalog: Experiential Retailing in Print
Cynthia Ditaranto
Keywords: experiential retailing / mail order catalogs / lifestyle retailing / consumption
Abstract
In studying the consumption and retailing strategies utilized by J.Crew, this paper will create a better understanding of the full spectrum of experiential retailing. While the brand has multiple sales channels, the focus of this study will be on their March 2009 catalog. Symbolic consumption is strongly used by the company as a way to connect customers to the product through emotion and meaning. Along the same lines, lifestyle retailing is the main form of retailing used by J.Crew to promote a lifestyle that people aspire to. The J.Crew catalog conveys these forms of consumption and retailing and puts it right at the customers' doorstep. This study will explore the pages of the catalog in depth and how it conveys the company's mission through their consumption and retailing strategies that clearly inhabit the pages of their catalog.
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Urban Outfitters to Anthropologie: From Hipster Grunge to Hippie Chic
Gabriella D’Urso
Keywords: fashion / culture / sensory consumption / lifestyle retailing
Abstract
Anthropologie is a brand that strives for customer loyalty and admiration above all other goals. They seek consumers who yearn for an emotional attachment to their retail experience; those that want to be part of a group but still feel they can attain individuality while shopping with others. The following research shows how the Anthropologie brand has ignited this desire among shoppers while allowing them to maintain the belief that their unique style is inherent within them. The brand has invented a lifestyle that is both captivating and attainable – at a certain cost.
Anthropologie comes to life in their brick and mortar retail stores where sensory consumption and lifestyle retailing dominate. The distinctive combination of the senses, specifically hearing and smell, capture their shopper as if they were an audience member witnessing an elaborate show. This technique of appealing to the senses creates the customer loyalty they seek while providing an environment where memories are shaped. In Anthropologie, the focus is not only the material benefit of purchases but the added emotional response as well. Both functional and non functional elements exist for this shopper.
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Juicy Couture: A Fairy Tale for Every Age
Kelli Heilenman
Keywords: Juicy Couture / lifestyle retailing / luxury consumption
Abstract
“Once upon a time in a land far, far away called Pacoima, there were two nice girls, Pam and Gela, who set out to create the perfect girlie collection.” These two girls, Pamela Skaist-Levy and Gela Nash-Taylor, were able to create a luxury brand that did what was previously unthinkable—make the sweat suit sexy. Their now famous brand, Juicy Couture, is still best known for its terrycloth and velour tracksuits but it has quickly evolved into a luxury retailer that appeals to all ages.
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F.A.O Schwarz Creates Designs
Lisa Joseph
Keywords: experiential retailing / sensory consumption / F.O.A. Schwarz
Experiential retailing is “a retail strategy that transforms products and services into total consumption experience. It satisfies emotional or expressive desire as well as rational or functional needs of the consumer” (Kim, Forney, and Sullivan 159). Kim, Forney and Sullivan also explain sensory consumption as customer involvement using all five senses; an involvement that helps attract and retain the customers. F.A.O Schwarz uses both experiential and sensory stimuli to further expand consumption.
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