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© Angelo Bonfanti and Georgia Yfantidou. This work is published under https://creativecommons.org/licenses/by-nc/3.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.

Abstract

Purpose

This study aims to detect the dimensions of the in-store customer shopping experience from the sports retailer perspective and to investigate how the role of sports equipment stores is changing.

Design/methodology/approach

This exploratory study performs semi-structured interviews with retail managers of sports equipment stores.

Findings

This research reveals the importance of the dimensions of immersive design, sensorial ambient elements, social relationships, trialability and real experience sharing in designing a memorable in-store shopping experience in sports stores, and it highlights that the store's role in the sports context is transitioning from sales space to an interactive, immersive, engaging and convivial place. It proposes a model to design the in-store customer shopping experience effectively.

Practical implications

Sports equipment managers can make their physical stores as experiential as possible by investing in expert, passionate personnel and technology in order to create a real in-store experience of the product and the sports practice.

Originality/value

While sports equipment retailers acknowledge the importance of providing customers with a memorable shopping experience by creating an evocative environment and placing multiple touchpoints in stores, management scholars have paid limited attention to sports stores. This study explores the ways in which sports retail managers can design their stores effectively in experiential terms.

Details

Title
Designing a memorable in-store customer shopping experience: practical evidence from sports equipment retailers
Author
Bonfanti, Angelo  VIAFID ORCID Logo  ; Yfantidou, Georgia  VIAFID ORCID Logo 
Pages
1295-1311
Publication year
2021
Publication date
2021
Publisher
Emerald Group Publishing Limited
ISSN
09590552
e-ISSN
17586690
Source type
Scholarly Journal
Language of publication
English
ProQuest document ID
2559548225
Copyright
© Angelo Bonfanti and Georgia Yfantidou. This work is published under https://creativecommons.org/licenses/by-nc/3.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.