The Role of In-Store Communication and Events in the Retail Brand Experience

The Case of FNAC

Abstract

One factor that enhances brand experience is the retail experience lived in the store context (Jahn et al., 2018). The in-store shopping experience refers to the emotional situation in which customers make purchases, significantly impacting cognitive, aesthetic, physical, sensory, and emotional levels (Bonfanti et al., 2020). Using a case study methodology focused on FNAC—specifically the store located in Gaia Shopping—this study analyses and discusses strategies that may contribute to improving the customer experience in-store and with the brand itself. More specifically, the objectives of this study include: (1) understanding the journey and dimensions of customer experience in a retail context; (2) understanding the functioning and importance of the Communication Department in a retail environment with direct consumer contact; (3) exploring the interdependent relationship between Headquarters and stores in terms of marketing and communication; (4) examining the role of the Communication Department at the store level in Integrated Marketing Communication; and (5) exploring the potential of events and point-of-sale communication in enhancing brand experience. The conclusions of this study are relevant and transferable to other companies in the retail sector, especially those that genuinely perceive the in-store customer experience as a source of competitive advantage.