L’INNOVAZIONE DEI FORMAT DISTRIBUTIVI ATTRAVERSO GLI SPAZI DI CONSUMO TEMPORANEI

Abstract

The study focuses on temporary shops, the recent communication and distribution innovation, based on the customers experience, used by firms in order to improve interaction with customers and to reinforce brand loyalty and equity. The study aims to analyze the development of these new retail formats that can generate value for both the company and the consumer. Before contributions are identified in the literature to be necessary for the analysis of the temporary shop and then the impact of this format on the consumer through a fact-finding. The survey shows that consumers make impulse purchases in the temporary shop facilitated by psychological involvement in the purchase of a brand, by shopping experience and high gratification resulting from the store atmosphere. Finally the paper highlights the role of location in influencing the attractiveness of the store and the perceptions of effectiveness of the service components are not directly and exclusively related to shop.

KEY WORDS temporary shop | distribution innovation | experiential marketing | store atmosphere | shopping experience | event experience | location and place attachment.