Opportunities and risks of combining shopping experience and artistic elements in the same store. A contribution to the magical functions of the point of sale.

Ana Vukadin

ESCP Europe

Ana Vukadin is a PhD candidate at ESCP Europe in Paris. She is specialized in experiential marketing and retailing. Her current research focuses on store's functional hybridization, i.e. specifically the strategy of including artistic elements in the shopping experience. She is also interested in the related theme of store's symbolic functions in postmodern times.

Abstract

Facing growing competition, retailers today look for innovative ways to differentiate their shopping experience. Including artistic elements into the store is an original and promising option. Such hybrid retail strategy means... [ view full abstract ]

Authors

  1. Ana Vukadin (ESCP Europe)
  2. Jean-François Lemoine (Université Paris 1 Panthéon - Sorbonne)
  3. Olivier Badot (ESCP Europe)

Topic Area

Arts and Heritage Track: Click here for the Arts and Heritage track

Session

PT3-CM1 » Critical Marketing (10:00 - Tuesday, 7th July)

Paper

AoM_2015_Conference_final_version.pdf

Presentation Files

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