Claire Roederer

Consumption experience in retail environments: A literature review

Experience has emerged as a research topic in marketing, as a result of the efforts many retailers have made in creating experiential offerings. The academic literature on experience first focused on antecedents and the search for an experience, and on the outcomes of experience, before investigating the actual content of an experience. Retailers’ strategies can be analyzed using frameworks based either on consumers’ participation in the production of the experience or on the extraordinary or ordinary aspects of an experience. The integrating model developed in this research helps to capture the consumer’s shopping experience in virtual as well as physical shopping environments.

A Contribution to Conceptualizing the Consumption Experience: Emergence of the Dimensions of an Experience through Life Narratives

The notion of consumption experience still suffers from a lack of conceptualization. This inductive study, based on the analysis of life narratives, is an attempt to remedy the problem. It identifies four dimensions of a consumption experience. The «praxeological» dimension is action related. The «hedonico-sensorial» dimension concerns a sensorial and thymic evaluation of the context. The «rhetoric» dimension deals with the meaning of an experience. The fourth dimension highlights the relationship with time. These dimensions contribute to a better conceptualization of an experience through remembrance and consequently to closer contact with the client. They can be considered as levers for action to create or strengthen the competitive edge attached to an experience offer.

L’expérience du consommateur dans le commerce de détail. Une revue de littérature

Résumé Le thème de l’expérience s’est constitué en objet de recherche en marketing, grâce aux efforts investis par de nombreux distributeurs dans la création d’offres expérientielles. La littérature académique s’est d’abord concentrée sur les antécédents, la recherche et les conséquences de l’expérience, avant de prendre en compte le contenu même de l’expérience. Les stratégies des détaillants peuvent être analysées en mobilisant des grilles de lecture fondées sur la nature de la participation du consommateur à la production de l’expérience, ou sur le caractère extraordinaire ou ordinaire de l’expérience proposée. Le modèle synthétique proposé permet de rendre compte de l’expérience du consommateur dans la sphère réelle comme dans la sphère virtuelle du commerce de détail.

Same Context, Same Experience? A Latent Class Segmentation of Strasbourg Christmas Market Visitors Based on the Dimensions of the Visit Experience

This research analyses the SCM experience and suggests a visitor segmentation based on the dimensions of the visitors’ experience and their perceptions of authenticity. Three visitor classes emerge: the “Alices,” the “Purists,” and the “Scrooges.” The logit model, which explains class assignment, includes three explanatory variables: the hedonic–sensorial dimension, the dimension of the sociocultural rhetoric and the authenticity of the experience dimension. In conceptual terms, this study enables the dimensions of both the experience and authenticity to be operationalized. The experiential system concept consisting of the hedonic–sensorial, sociocultural rhetorical and temporal relationship with the experience dimensions is empirically validated here.

Special Session: Customer Experience

Experience is a many-sided concept that involves the cognitive, affective, and conative spheres of the individual. In consumer behavior, the term refers to a personal and emotionally charged event, generated by stimuli where products and services lead to increased knowledge for the individual concerned. In marketing, the term designates a new sort of offer orchestrated by an organization or a brand to engage an individual in a personal way. Two publications in particular have contributed to the popularity of the experiential field: Holbrook and Hirschman’s article in the Journal of Consumer Research in 1982, and Pine and Gilmore’s book, published in 1999, which focused on the strategic challenges of experiential consumption for marketing. The notions of experiential consumption and experiential marketing appeared in the mid-1990s, and quickly gained an important place in research. Is this success just a passing trend or does it reflect an experience-related response to major marketing issues?