THE INFLUENCE OF EXHIBITORS DESIGN ON THE CONSUMER'S JOURNEY IN PREMIUM ENVIRONMENTS
DOI:
https://doi.org/10.56238/levv13n31-047Keywords:
Display Design, Consumer Experience, Premium Environments, Store Atmosphere, Loyalty, Journey. Shopping, Shopper, Design, Store, Pos, Merchandising, Layout, InteractionAbstract
This study analyzed the influence of display design on the consumer journey in premium environments, highlighting its relevance as a strategic element of differentiation and value creation. The main objective was to understand how materials, lighting, and interactivity shape the customer experience, articulating rational and emotional dimensions that are reflected in purchase intention, store dwell time, and brand loyalty. The research was developed through a bibliographic and exploratory approach, with a time frame between 2018 and 2022, considering only open-access articles analyzed in full, which enabled a critical and interpretative reading of the studied phenomena. The results showed that displays, when conceived with aesthetic and functional coherence, act as mediators of the premium experience, enhancing the product and transmitting the brand identity. It was also found that the integration of sophisticated materials, planned lighting resources, and interactive technologies constitutes a cohesive set capable of strengthening the emotional bond between the consumer and the environment, turning the act of purchasing into a memorable experience. Therefore, it is concluded that the analysis of display design in premium environments opens paths for innovative practices in contemporary retail, demonstrating that the consumer experience consolidates itself as a decisive factor in building competitive differentiation and brand loyalty.
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References
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