{"id":2344,"date":"2021-01-21T16:57:23","date_gmt":"2021-01-21T16:57:23","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=2344"},"modified":"2023-05-09T17:18:25","modified_gmt":"2023-05-09T15:18:25","slug":"the-science-of-well-being-in-retail","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/the-science-of-well-being-in-retail\/","title":{"rendered":"The science of well-being in retail"},"content":{"rendered":"\n

Isabella Maggioni<\/a> discusses the ongoing stream of research investigating how key aspects of the shopping experience impact shoppers\u2019 overall sense of well-being and contribute to their quality of life.<\/em><\/p>\n\n\n\n

Retail has been one of the hardest-hit industries by the Covid-19 pandemic. With forced shutdowns, decreasing sales and declining footfall in physical stores, retailers are reinventing themselves and trying to promote meaningful consumption activities for consumers in the comfort of their homes.
Now more than ever, consumers are becoming aware of the importance of health and wellness, and expect brands to integrate a focus on well-being into their purpose.<\/mark>

Consumers are not just driven by their own personal well-being from a physical and emotional perspective. They emphasise the relevance of a healthy planet, the wellness of animals and the happiness of communities as elements that contribute to one\u2019s sense of well-being.<\/p>\n\n\n\n

As lifestyles are increasingly being defined by self-care, wellness and social purpose, well-being is taking on a new meaning in the world of retail, with the Covid-19 crisis accelerating the consolidation of the well-being trend.<\/p>\n\n\n\n

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Well-being: a desired state of objective and subjective well-being involved in the various stages of the consumer\/product life cycle in relation to consumer goods.<\/p>\n<\/blockquote>\n\n\n\n

The foundation of shopping well-being<\/strong><\/h2>\n\n\n\n

Well-being is a complex concept comprising subjective, physical, social and emotional components. Stemming from the interaction between consumer satisfaction and perceived quality of life, well-being is grounded on the assumption that higher well-being leads to a better quality of life, translating in happiness, life satisfaction and greater societal welfare. <\/p>\n\n\n\n

With reference to shopping, professors Joseph Sirgy and Dong-Jin Lee<\/a> define well-being as \u201ca desired state of objective and subjective well-being involved in the various stages of the consumer\/product life cycle in relation to consumer goods\u201d. Indeed, positive or negative shopping experiences could spill over and affect other life domains and can determine a different consumer response in terms of repurchase behaviour, engagement and recommendation. In essence, shopping has the potential to influence multiple dimensions of well-being by providing leisure-oriented activities and creating social cohesion.<\/mark>

Leveraging this trend, retailers are innovating, introducing new store concepts and developing multi-purpose destinations. One example is Eccleston Yards in London<\/a>, an innovative community hub focused on health and wellness that offers several boutiques, services and training classes tapping into the local interest in well-being.<\/p>\n\n\n\n

Another example is the sportswear retailer Goldwin with their \u201cremedy hub<\/a>\u201d, which opened in Tokyo (Japan) in 2017. This store merges retail and sport elements focusing on four core departments: apparel, nutrition, recovery and rehabilitation services, and educational workshops.<\/p>\n\n\n\n

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