Of the 28 elements that define a “wow” experience for shoppers, brand experience and engagement were “the strongest drivers of loyalty.” Among other things, brand experience includes the store design and atmosphere. Some retailers already understand the importance of infusing the brand into the store experience. Earlier on Inside the Aisle we noted Domenico De Sole’s belief that the store is the brand and the importance of that experience to the shopper’s relationship with his brand, Gucci.

Wharton’s study offered a caveat for store designers and planners — be careful of “projecting sameness.”  The research found that “shoppers reported ‘mall malaise’ — boredom with the similarity of specialty chain stores.” Starbucks is already heading this message.  Part of their new store design strategy includes redesigning stores to cater to the regional identities of their customers. Creating unique and varied shopping environments, even within a chain, seems to be an emerging trend that will benefit retailers in the long run.

Click here for a copy of the study results summary.

Here’s an excerpt:

“I spend an enormous amount of time visiting stores. Because if you really want to know what is going on in a retail business, you should go and talk to the sales people. At the end of the day, the store is the soul of the brand. A brand is your store. For example, if you mention Chanel to people, they think immediately about the Chanel store. So traveling to stores, being in them, understanding the store, making sure the brand is properly presented — I think this is very important.”