Wang, M., Marsden, J. orcid.org/0000-0002-4407-3389, Thomas, B. orcid.org/0000-0002-5461-0491 et al. (1 more author) (2023) Exploring Sustainable Retail Experiences: Shall We Make It Fashionable? Sustainability, 15 (23). 16478. ISSN 2071-1050
Abstract
The physical retail sector is facing significant challenges, exacerbated by the disruptions caused by the pandemic. Amidst these circumstances, it becomes imperative for brands to reimagine the role of physical retail stores and counter the negative trends in the industry. Gamification has emerged as a promising strategy to enhance customer engagement and elevate brand experiences. This study explores how brands can create engaging experiences through gamification within the physical retail environments to revitalize stores and foster sustainable brand experiences. In this context, ‘sustainable’ refers to the creation and maintenance of long-lasting relationships between consumers and physical retail stores through ongoing engagement. Drawing on data collected from 17 semi-structured interviews, our findings demonstrate that gamification effectively shifts customers from passive observers to active participants, strengthens emotional connections through co-creation, prolongs footfall and engagement duration through immersive encounters, and integrates physical and online platforms for sustainable practices. This research contributes valuable insights into the transformative potential of gamification, offering practical implications for brands seeking to rejuvenate customer experiences in the realm of physical retail.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | © 2023 by the authors. Licensee MDPI, Basel, Switzerland. This is an open access article under the terms of the Creative Commons Attribution License (CC-BY 4.0), which permits unrestricted use, distribution and reproduction in any medium, provided the original work is properly cited. |
Keywords: | sustainable brand experience; gamification; brand love; customer brand engagement; fashion brand |
Dates: |
|
Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) The University of Leeds > Faculty of Engineering & Physical Sciences (Leeds) > School of Mechanical Engineering (Leeds) > Institute of Engineering Systems and Design (iESD) (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 08 Jan 2024 12:40 |
Last Modified: | 16 May 2024 14:20 |
Published Version: | http://dx.doi.org/10.3390/su152316478 |
Status: | Published |
Publisher: | MDPI |
Identification Number: | 10.3390/su152316478 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:206903 |