Executive Summaries: Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment

Mathwick, Charla; Malhotra, Naresh; Rigdon, Edward
March 2001
Journal of Retailing;Spring2001, Vol. 77 Issue 1, p11
Academic Journal
This article describes the development of a measurement tool to examine differences in experiential value delivered by multichannel retail systems. Internet and catalog retail operation was chosen as the context for this article. Strong profitability trends are beginning to emerge in Internet-catalog pairings, suggesting this channel combination warrants investigation. Despite its growing importance, however, the impact of this and other multichannel systems on the consumer shopping experience is largely unexplored. At no time in history, has the retail experience undergone more dramatic and profound change. In what has been dubbed an emerging "Experience Economy," the retail environment is becoming a stage for delivering memorable, relevant and valued experiences. The brick-and-mortar segment, for example, is being transformed into "retail interactive theater," staffed to offer advice, cooking lessons, beauty makeovers and fashion shows. When consumers are looking for control and convenience, however, direct channels become the venue of choice. If retailers hope to design and position their various channel options as an integrated package, understanding these fundamental differences in the consumer's perception of the multichannel shopping experience is essential.


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