Retail Atmospherics: A Bibliometric Analysis and Future Research Agenda

The retail industry, one of the largest and fastest-growing sectors globally, faces challenges in adapting to technological advancements and changing customer behaviors. Retail atmospherics, which include both tangible and intangible elements such as store layout, design, scent, music, and online atmospherics, play a critical role in shaping customer behavior and enhancing the overall customer experience. This study aims to fill a significant gap in the literature by conducting a comprehensive bibliometric analysis of research on retail atmospherics.

Drawing from 177 articles published between 1994 and 2024, this bibliometric review uses tools like VOSviewer and Biblioshiny to identify key trends, inuential authors, countries, and leading publication outlets in the field of retail atmospherics. The study also explores the conceptual and intellectual structures underlying this body of research, offering insights into the evolution of this domain over time.

The analysis reveals a growing interest in retail atmospherics, particularly in multi-sensory environments, digital atmospherics, and the impact of emerging technologies such as artificial intelligence (AI) and the metaverse on customer behavior. The study highlights the increasing prominence of research in these areas, reecting the sector’s response to technological advancements and shifting customer preferences.

This research offers a comprehensive review of nearly three decades of retail atmospherics literature, providing valuable insights for both academics and practitioners. By mapping out the evolution of the field, the study identis emerging areas of research and suggests new avenues for exploration, particularly in terms of leveraging innovative strategies to enhance retail environments in both physical and digital spaces.