In-Store Communication to Improve the Customer Experience

The article focuses on in-store communication and investigates how retailers attempt to influence the customer shopping experience through the management of three store dimensions: physical, social and sensorial. This work deals with the in-store communication activities in the Italian pharmaceutical retailing. Results showed as the in-store communication helps retailer to create unique customer experiences. The management of the physical environment, the creation of trustfully relationships and the stimulation of the senses in the store can contribute to create an experience in consumers by affecting their cognitive, affective, emotional, social and physical responses to retailer.