Author(s)

Silvia Cachero-Martínez, Rodolfo Vázquez-Casielles

University of Oviedo, Oviedo, Spain.

Nowadays, retailers have to try to differentiate themselves from their competitors through consumer shopping experience. The authors distinguish several experience dimensions and develop a shopping experience scale that includes six dimensions: sensory (tactile, scent, auditory, visual, taste), intellectual (through design and with employees), social, pragmatic and emotional. Analyzing the experiences by sectors of activity, our study indicates that the emotional experience predominates in some sectors, like jewelry or bookstores. Emotional experience can also be linked to pragmatic experience. This occurs in the sports, decoration and toy sectors. Thus it is important to develop innovations related to emotional experience. Enhancing imagination, creativity and arousing consumer curiosity the retailer will create an experiential shop, which are of particular interest to the consumer.

Experience Marketing, Emotion, Retail, Customer Experience Management

Cachero-Martínez, S. and Vázquez-Casielles, R. (2017) Stimulating Curiosity and Consumer Experience in a Retailer. American Journal of Industrial and Business Management, 7, 473-486. doi: 10.4236/ajibm.2017.74034.