ABSTRACT
After having explained what a retail’s atmosphere is, its characteristics and its composing elements, it is important to reveal what happens when the customer is exposed to environmental brand stimuli. Here again, we borrow from traditional store atmospherics and their influence on customer reactions and how they align to construct a customer experience, to be able to explain how pop-up store atmospheres influence customer reactions or help in inducing a customer experience.
Brands aim at eliciting customer responses by managing the point-of-sale’s atmosphere in ways that facilitate their shopping experience or in a way that mesmerises them. Retail space conception considers the brand’s audience, their behaviours, preferences and expectations. They connect in the space that they have conceived for today’s modern customers to exercise their creativity; they become closer to one another and exchange at a more personal level. Customers facing many limitations to finding time to savour what they like or expect from a brand, appreciate retail concepts that reflect their expectations.
