ABSTRACT
The transient nature of retail, especially in malls, department stores and other consolidated retail venues such as transit hub concession areas, means that there is a limited window of opportunity to capture the attention of a prospective customer and to draw them in. Sweeping architectural gestures, mood lighting, music and air conditioning can be effective, as can a lingering scent from essential oils and the information richness of a window dressing or product display. Each of these methods are opportunities for incorporating biophilic design, not just to lure customers, but to increase enticement, dwell times and purchases and, ultimately, to create a memorable experience that encourages return patronage, brand loyalty and positive social media behaviour. Themed environments and immersive retail present opportunities to elevate the consumer—brand relationship from being transactional to relational. Immersive retail engages customer senses to transport them to a time, place or experience that inspires a memorable relationship or connection to place.
