Store artification and retail performance
Abstract
A recent retail strategy, store artification consists of introducing artistic stimuli into store atmospherics. Such linkage to art and creativity promises to create a highly stimulating shopping environment for customers while adding value to store offering, thus maximising retail performance. To assess the impact of store artification on retail performance, we conducted a field experiment testing the ‘presence vs. absence of artworks’ store artification modality in retail stores in Paris, France. Results indicate store artification increases store perceived differentiation, perceived value of the offering, customer satisfaction, and enhances store and product image. However, store artification does not affect store commercial performance, raising the issue of its profitability for the retailer and adequate implementation modalities. Further, this research suggests the relevance of the store artification strategy regarding store marketing performance for non-luxury retailers and as a tactical, store-level tool. Managerial and retailing implications are discussed.