Meredith Nash

Date of Award

Spring 2021

Degree Name

Bachelor of Science (BS)

Advisor(s)

Marina Carnevale

Abstract

This paper explores the significant challenges and strategic opportunities for brick-and-mortar retail in the modern shopping environment, particularly through the lens of the "Disneyfication" of consumer experiences. The introduction notes the ongoing retail apocalypse, exacerbated by the COVID-19 pandemic, which has led to a substantial decline in physical store sales despite the public's general preference for in-person shopping experiences. This contrast sets the stage for investigating how physical storefronts can thrive by enhancing consumer experience. The conclusion synthesizes the research findings, suggesting that transforming retail environments into experiential spaces can significantly enhance customer engagement and sales. The study specifically emphasizes the adaptation of Disney's successful experiential strategies—famed for creating magical and memorable consumer interactions—to the retail sector. This approach, termed "Disneyfication," involves integrating thematic, adventurous, and immersive elements that go beyond traditional transactional interactions. The analysis shows that despite the surge in online shopping, there is a viable path for physical stores to remain relevant and profitable by fostering unique in-store experiences that connect deeply with consumers. These strategies could potentially reverse the negative trends caused by the retail apocalypse by drawing customers back into stores. This paper contributes to the retail management literature by providing a novel perspective on leveraging entertainment and experiential marketing strategies within the physical retail space, offering actionable insights for retailers aiming to survive and thrive in an increasingly digital marketplace.

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