The impact of interactive screens on store atmosphere: A case study of Leroy Merlin

• Autor(a) principal: Santos, Joana Rita Branco
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/21942
• topic: Interactive screens; Store atmosphere; Retail; Customer experience; Phygital; Ecrãs interativos; Atmosfera de loja; Retalho; Experiência de cliente

Nowadays, with the emergence of new technologies, customers have become more demanding about their choices, increasingly valuing experiences rather than the product itself. This new generation is always on the lookout for new trends and some even prefer to shop online, as it is easier and faster process. However, in some types of products they need to physically touch and test in order to consolidate their choices. Thus, retailers must adapt their physical stores to fit them and create a memorable retail customer experience, adapted to all targets, able to interact and emerge in a unique environment that positively impacts them sensorially and that can be converted into customer satisfaction, increasing purchases and, in the best scenario, creating a loyalty relationship with the brand. In addition, Marketers have shown that the new retail trends impact and improve customer journey and the Interactive Screens are an example of one, which may have influence on factors such as customer experience and the possibility of visiting the store again, making a good opportunity for retailers to engage with their customers. For that reason, the present case study is based on the DIY and Home Improvement market in Portugal, which is growing, and the main purpose is to study the brand Leroy Merlin and in which and how its in-store Kiosks impacts its store atmosphere.