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Communities as a Retail Store Concept

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Anders HAUG and Pia STORVANG


Because of increased competition, retail stores are looking for new ways to
attract and retain consumers. Along this line, this paper explores how the
concept of ‘consumer communities’ can be integrated into store concepts.
This is done through two longitudinal case studies of outdoor product stores.
Such stores have seldom been studied in the literature, but they may be
particularly interesting in relation to consumer communities, because of the
consumers’ often passionate relationship to activities related to the products
in focus. The two cases are investigated through interviews, store
observations, network meetings and workshops. On this basis, the paper
defines: 1) the community form to aim for, 2) the premises for creating
communities, 3) the relevant activity types, and 4) the set of activities to be


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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