Re-entering the Physical Space: Understanding Customer Experiences in Digital-Native Brand Stores

Abstract

This study explores the evolving role of physical stores within an omnichannel landscape dominated by e-commerce. Focusing on digital-native brands, it investigates why consumers visit physical stores and how they experience them. Using Adoore’s newly opened brand store in Gothenburg as a case to exemplify and contextualise the topic, the study reveals that emotional, practical, and symbolic factors shape both purchase decisions and brand perceptions. When the in-store environment aligns with the brand’s digital identity, it enhances emotional connection and brand loyalty. Consumers value physical visits for sensory validation, inspiration, and social meaning, especially in the context of high-involvement purchases. These findings highlight the importance of emotional and experiential design in driving customer retention and advocacy across the customer journey. To gain these insights, the study applied a qualitative approach using semi-structured in-depth interviews with Generation Z consumers who had visited the store, allowing for rich, nuanced understanding of motivations and behaviors. The study contributes to existing literature by integrating Emotional Experience Theory and Brand Experience Theory into Customer Journey Mapping, highlighting the crucial role of emotions in shaping omnichannel experiences. It identifies emotional and symbolic in-store experiences as key touchpoints that build or weaken brand trust and loyalty. Furthermore, it proposes a conceptual model that illustrates how emotional experiences mediate each stage of the journey: awareness, consideration, purchase, retention, and advocacy. These insights offer theoretical advancement in understanding the emotional dimension of omnichannel behavior and provide practical guidance for brands seeking to design emotionally resonant in-store experiences in a post-digital retail landscape.