
Enhancing Consumer Experiences in Retail: The 4E Approach
By Dr. Amrut Sadachar, Updated on January 27, 2025
🕙 2-minute read
Metaverse In today’s competitive retail landscape, creating memorable consumer experiences is crucial for driving engagement and loyalty. A study by Sadachar and Fiore highlights the importance of the 4E-based experiential value—educational, entertainment, escapist, and esthetic experiences—in enhancing consumer satisfaction and patronage intentions in Indian malls. Retailers can leverage these insights to transform their spaces into dynamic environments that cater to the evolving preferences of modern shoppers.
Educational and Entertainment Experiences: Retailers can enhance consumer experiences by integrating educational elements into their offerings. For instance, hosting workshops or classes related to their products can stimulate curiosity and provide added value. Entertainment is another key factor; organizing live performances, fashion shows, or interactive in-store activities can make shopping more enjoyable and engaging. These experiences not only attract foot traffic but also create a fun and lively atmosphere that encourages longer visits and repeat patronage.
Escapist and Esthetic Experiences: Creating an environment where consumers can escape their daily routines is essential. This can be achieved through immersive store designs, virtual reality experiences, or themed events that transport shoppers to a different world. Additionally, aesthetic appeal plays a significant role in consumer satisfaction. Attention to store layout, lighting, music, and overall ambiance can enhance sensory appeal and create a pleasant shopping experience. By focusing on these experiential elements, retailers can build stronger emotional connections with their customers, ultimately driving sales and fostering brand loyalty.
By adopting the 4E approach, retail professionals can create enriching and memorable shopping experiences that resonate with consumers, setting their stores apart in a crowded market.
To read the full article from the International Journal of Retail & Distribution Management please click here
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Dr. Amrut Sadachar is a tenured Associate Professor in the Department of Consumer and Design Sciences at Auburn University, specializing in innovations for the apparel industry. His work merges retailing, sustainability, consumer behavior, and cutting-edge technologies to advance consumer experiences and promote responsible practices in fashion. His research, aligned with the United Nations’ Sustainable Development Goals, investigates ways to enhance consumer well-being, foster sustainable consumption, and address environmental challenges in the apparel sector.

iRACE Research Areas
VISUAL MERCHANDISING
ARTIFICIAL INTELLIGENCE
MARKET FORECAST
BRANDING
AR/ VR/ METAVERSE
CSR /ESG / DEI
DIGITAL RETAILING
DATA SCIENCE