Shaping the Future of Physical Retail: Insights into Global Consumer Experiences

Abstract: This study investigates the global relevance of 14 consumer experience guidelines originally developed in Brazil using the “Experience Compelling Map,” a Design Thinking tool applied to physical retail. By observing 30 retail locations across Tokyo, Osaka, Kyoto, and Seoul, this research explores how sensory stimuli, personalization, and technology shape the shopping journey in Asia's leading markets. Findings indicate strong parallels between Brazilian insights and Asian practices, with personalization emerging in over half of the observed sites and visual and auditory stimuli enhancing brand connection. These results suggest that while consumer experiences are influenced by cultural contexts, they increasingly reflect shared global expectations shaped by digital and sensory-driven engagement. This analysis underscores the importance of human-centered innovation in retail, supporting the theme of integrating human and intelligent systems to create immersive, emotionally resonant consumer experiences.

Keywords: Physical Retail, User Experience, Experience Design, Global Trends

DOI: 10.54941/ahfe1005873

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