Barrett

Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.

Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.

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Click-and-Mortar: The Role of In-Store Experience and Branding as Touchpoints in the Consumer Journey

Description
With brick-and-mortar retail actively under threat from a growing e-commerce market, companies are being challenged to re-evaluate the way they engage with their customers in the physical realm. Companies are under pressure to give consumers a reason to make a trip to their stores over succumbing to the convenience of…

With brick-and-mortar retail actively under threat from a growing e-commerce market, companies are being challenged to re-evaluate the way they engage with their customers in the physical realm. Companies are under pressure to give consumers a reason to make a trip to their stores over succumbing to the convenience of sitting at home in their pajamas and shopping online. Because of the rapid development of e-commerce, there is a growing necessity for retailers to prove their worth by means of marketing the in-store experience as superior to that of what online could offer. Brands are navigating the grey area between the digital and physical realms in order to successfully fulfill the needs of the modern consumer through viewing these different entities as touchpoints in the overall consumer experience.

This study explores the connection between the interior design of retail spaces and consumer behavior in the direct-to-consumer environment. The research explores the relationships between consumer behavior, intangible brand identity, and the physical (brick-and-mortar) retail environment and explores interior design’s role in the development of a new form of retail found in brands whose presence began online and later entered the physical realm. Through analyzing store aesthetics, consumer preferences, and purchasing behavior, this research provides insight into what matters to consumers in a direct-to-consumer retail environment and how designers at the forefront of this movement are adapting, and ultimately draws conclusions about how companies can utilize interior design and store aesthetics as part of the consumer journey to maximize the impact of their brand experiences.
ContributorsCarr-Gasso, Lauren Nicole (Author) / Zingoni, Milagros (Thesis director) / Lisjak, Monika (Committee member) / Feil, Magnus (Committee member) / Dean, Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05