The atmosphere in a retail store is carefully crafted to infl uence shoppers. Select a retailer that has both a physical store and an online store. Describe the elements of the physical store’s atmosphere, such as the colors, lighting, music, scents, and décor. What image is the store’s atmosphere projecting? Is that image appropriate given the merchandise assortment and target market of the store? Which elements of the physical store’s atmosphere are also part of the online store’s atmosphere? Does the retailer integrate the physical store’s atmosphere with its online presence? Explain.

(AACSB: Communication; Use of IT; Refl ective Thinking)

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