Retail spaces and consumer labour in a digital first economy: A comparative study of atmospherics and shopper behaviour in Lush, Disney and Primark

A substantial body of work has evidenced the effectiveness of experiential retail design, and yet only a small proportion acknowledges the role of shopper labour in the production of value. Furthermore, studies of retail design often focus on singular elements such as lighting, failing to acknowledge that the act of shopping is always a multisensory, holistic experience. This research addresses that gap, and contributes to discourse regarding the role of brick-and-mortar stores in the digital age. Observations were undertaken in three flagship retail locations on Oxford Street, London: Lush, Disney and Primark. Data was gathered on aspects of the spaces including layout, flow, lighting and scents, as well as shopper behaviour and attitudes towards the in-store experience. Utilising this combined data, this project argues that four types of consumer labour can be seen in contemporary retail spaces: physical, emotional, social and ideological. The findings suggest that retailers may be overlooking the importance of “real life” brand interaction in stores in favour of the perceived profitability of ecommerce. Additionally, it may be pertinent to consider the cultural implications of mass closures of brick-and-mortar stores, as spaces of entertainment, leisure and socialisation, as well as spaces which facilitate certain types of care work.