Redefining Retail

17Be a Destination

In 1974 in the Journal of Retailing, I [Philip Kotler speaking here] argued that “one of the most important recent advances in business thinking is the recognition that people, in their purchase decision‐making, respond to more than simply the tangible product or service being offered. The tangible product—a pair of shoes, a refrigerator, a haircut, or a meal—is only a small part of the total consumption package. Buyers respond to the total product. It includes the services, warranties, packaging, advertising, financing, pleasantries, images, and other features that accompany the product.” And I used the concept of atmospherics to define the way stores can be conceived to stimulate customers. “We shall use the term ‘atmospherics’ to describe the conscious designing of space to create certain effects in buyers. More specifically, atmospherics is the effort to design buying environments to produce specific emotional effects in [buyers] that enhance [their] purchase probability.”¹ Indeed, atmospherics is a marketing tool.

By carefully designing and managing the environment in which products or services are presented, businesses can create memorable and emotionally resonant atmospheres that influence consumer perceptions, attitudes, and purchasing decisions. These atmospheres aim to engage customers on a deeper level, fostering brand loyalty and differentiation in a highly competitive market. At the time of the article—in the mid‐1970s—the main drivers were colour, ...