FAS 354 Lecture Notes - Lecture 3: Usability, Brand Equity, Starbucks
Document Summary
Atmospherics is a term used to describe all the visual elements in a store (lighting, music, aromas, colours, layout, signs, fixturing) that appeal to the 5 senses and contribute to the overall environment of a store. Atmospherics enhances the customer experience ins several ways: Helping to put the customer at ease and encouraging purchasing. Atmospherics celebrates (cid:494)real retail(cid:495) and shows how, despite growing online. We explore the role of (cid:494)retail atmospherics(cid:495) as an important differentiator (cid:498)sensory extension(cid:499) for the retailer from online competition and demonstrate how the right experience aids both planned and unplanned purchasing. In the same way that a product communicates through its packaging, the retailer can project brand equity using atmospherics. The finer details of d cor, materials, lighting, scent, pos,design and sound all culminate in creating a sensory extension of the retail brand. sales, nothing beats the buzz and experience gained from active participation in a store environment.
