A place to play: orchestrating a retail experience

This paper investigates how a specialist retailer is able to create a unique retail experience for its customers by constructing a holistic entity that is greater than the store¿s functional characteristics. Feelings of place and emotional enrichment are instilled through the scripting of the store¿s static and dynamic elements creating a holistic brand experience. The paper analyses customer experiences and behaviours using qualitative techniques consisting of ethnography, photography, and in-depth interviews. The case shows how retailers may provide shoppers with a sense of permission, which empowers their willingness to engage, while increasing feelings of co-authorship over the total-product, and accountability towards the success of the retail outlet.