Retailing in the Digital Age :: M&M’s World at Leicester Square

IntroductionTo expand the customers shopping experience and satisfaction, the zephyr while they are shopping was necessary. The atmospherics were first founded by Kotler (1973) as an essential instrument to hold the shopping environment to produce the turned on(p) transaction on the customer buying decision. There are besides studied to classify these. However, most of them were about the physical environment besides after the 21st century, concepts of an online store were applied. Multiple takes are a concept of this era, to be the survivor retailers have to adapt themselves as well. This declare contains the findings and analyses, which include the atmospheric variables, online retail environment, online retail air and opportunities and challenge of e- sell.Findings and Analyses atmospheric static in term of Kotler (1973) definition are an important marketing asshole that force out directly to the customer behavior. Putting it simply, this is about the sensory effect at mosphere including sight, sound, scent and touch. This is also a part of the product that could effect to the consumer behaviour. To attempt and hold the specific segment of the target could increase the atmosphere in the store an increase buyers rate consumption thitherby cause the increase of get probability. According to Turley and Milliman (2000), the behaviour of consumer could influence by the environment. From the study, there could come up with five categories that effect to the consumers evaluation and lead the behaviour response consist of external variables, general interior variables, layout and design variables, point-of-purchase and palm variables and human variables as can be seen in figure 1. rule 1 Turley and Millimans retail atmospherics frameworkNowadays, the retail intentness transiti unmatchabled from brick-and-mortar to click-and-mortar retailing. As a result of developing on the Internet that has increase the flexibility for retailers to operate an online store in addition from their physical store. Moreover, the online channel also offers the benefit in selling products to the online shopper that value another customer segment (Ofek et al, 2010). Otherwise, the consumers behaviour in the era was not relying on one channel. They use relevant of technologies to search for an information in different ways, such as, read reviews from other customers, visit the physical store before purchase online, finding the best price of purchase (Aubrey and Judge, 2012). This could illustrate that the customers use multi-channel for their purchase decision.In the 21st century, customers tend to be the multi-channel shopper that effect in the retailing industry.