Melissa’s concept store: Physical environment for experience

Abstract

This research analyses the Melissa’s concept store and its role in building users connection with the brand through users’ experiences in the planned physical environment in comparison with the whole experience through physical and digital branches. For this purpose, it is used the flow-task observation technique to map users’ routes and interactions within the concept store to understand the planned experience and its relation in building the brand’s values. From the task-flow observation collected data, an analisys through all other interaction channels is conducted with the purpose of reckoning if the physical environment experience is construed as part of a full pervasive user experience based on the narrative journey concept.