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1. Introduction
This exploratory study aims to explore the role of an interactive window display in brick-and-mortar shopping experience. Retailers are seeking new ways to entice consumers back to the “disenchanted” physical retail outlet (Ritzer, 2010). This has become a fervent topic of concern given the increasing presence of online and omnichannel retailing (Badot and Lemoine, 2013; Herhausen et al., 2015; Verhoef et al., 2015). Technological elements are key atmospheric variables that are being used to enhance in-store shopping experience by digitalising the brick-and-mortar retail environment (Hagberg et al., 2016), by facilitating decision making (Grewal et al., 2017) and by promoting personalised use of digital technology in shopping (Hall and Towers, 2017).
Reviews in retailing and consumer research reveal the multitude of experimental studies that exist on the influence of in-store atmospheric variables on consumers (Turley and Milliman, 2000; Lam, 2001; Roschk et al., 2017; Ramlee and Said, 2014). At the same time, these reviews reveal that a little research has been conducted on exterior variables, such as window displays (Oh and Petrie, 2012; Turley and Milliman, 2000).
The extant literature on store windows suggests that mere presence (Mower et al., 2012), size (Edwards and Shackley, 1992) and architectural structure (Yildirim et al., 2007) influence retail shopping experience. Lange et al. (2016) note that the extant literature focusses on how to create displays (Lange et al., 2016; Larceneux et al., 2007; Oh and Petrie, 2012) and on which items to display (Cornelius et al., 2010; Kernsom and Sahachaisaeree, 2012). The experimental literature on window display items only focusses on static displays (Cornelius et al., 2010; Kernsom and Sahachaisaeree, 2012; Sen et al., 2002) and not on interactive displays.
Creative window displays and innovative displays have been shown to have positive effects on consumers, since they capture consumers’ attention and influence their perception of store image (Cornelius et al., 2010; Lange et al., 2016). This suggests that an interactive window display may have a positive influence on consumers’ experience at the point of sale. Previous research suggests that a store window is an atmospheric variable that can influence consumers’ internal reactions, behavioural responses and shopping experience (Fiore and Kim, 2007; Turley and...