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Store atmospherics influence retailers' purchasing decisions

Recent research shows that consumers’ buying behaviour can be influenced by their physiological responses to a store’s ambiance. This means retailers are on the lookout for products and fixtures that can add to the aesthetic appeal of stores and go a step beyond in making customers feel more comfortable while making purchasing decisions.

In Samsung's latest whitepaper, it has outlined research insights about store atmospherics and details about its latest offering – the 360 Cassette, a solution to optimise in-store atmospheric elements that not only enhances in-store experience but also provides much-needed and missing versatility that stores need.

Wim Vangeenberghe, president of Samsung Electronics Air Conditioner Europe B.V. said: “With our vision for seamless and intelligent solutions at the core, Samsung’s innovations in the field of climate solutions and integrated systems are designed to be future-proof. Samsung’s 360 Cassette offers the answer to those looking for a sophisticated and versatile solution to optimise in-store atmospheric elements. We are here to add a touch of elegance to traditional brick-and-mortar stores and help retailers stay at the top of their game when it comes to attracting customers in this ever-evolving market.'

Retail today has joined the league of industrial sectors facing major disruption. The rise of e-commerce, online sales, changing buying and consumption practices and other additional factors are influencing the retail channel. Under the Europe 2020 strategy as well, the retail and wholesale sectors have an essential role to play in stimulating growth and job creation and are among the key sectors that can drive the transition to both a more sustainable economy and consumption patterns. Traditional as well as new retailers must therefore find ways to rethink their strategy and operating model to retain their competitive edge in this changing scenario.

An enhanced in-store customer experience is fast becoming the new and much sought-after paradigm in the retail sector that should not be neglected. The whitepaper provides insights into the direct and indirect correlations between in-store ambiance and buying decisions of customers, exploring how atmospheric elements have a direct influence on the amount of time that consumers spend in-store and ultimately influences their buying decisions and behaviour either positively or negatively. It also outlines the importance of indoor climate comfort and air purification. It also touches upon necessary and relevant certification, adequately informing the reader on the topic, including a comprehensive overview of how the retail industry is evolving.

By way of a case study, the whitepaper talks of a partnership between Circle K, one of the largest gas station chains in Lithuania, and Samsung, who joined forces to effectively create the perfect microclimate for the customers and operators working inside the gas stations.

The full whitepaper report can be downloaded here


4 May 2021


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