The paper discusses the salience of the in-store communication and of the retail brand experience in today’s retail business. Using a buying behaviour model the author highlights that the role of the store as a media is prominent respect to the same distributive function of the store. The paper concludes debating the importance of design in building the retail brand experience.
Progettare la comunicazione e l'esperienza di marca in-store: il contributo della CCT, 2014.
Progettare la comunicazione e l'esperienza di marca in-store: il contributo della CCT
Massara, Francesco
2014-01-01
Abstract
The paper discusses the salience of the in-store communication and of the retail brand experience in today’s retail business. Using a buying behaviour model the author highlights that the role of the store as a media is prominent respect to the same distributive function of the store. The paper concludes debating the importance of design in building the retail brand experience.
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