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PhD Defence by Sanne Dollerup

PhD Defence by Sanne Dollerup

Sanne Dollerup will defend her thesis: Engaging the Shopping Experience - Experience Design as a Way to Increase Customers' Emotional Engagement i Brick-And-Mortar Stores


19.01.2018 kl. 13.00 - 19.01.2018 kl. 16.00


PhD supervisors:

Professor Christian Jantzen, Aalborg University (main supervisor)

Head of Department Mikael Vetner, Aalborg University (co-supervisor)

PhD committee:

Associate Professor Malene Gram, Aalborg University (chair)

Associate Professor Bodil Stilling Blichfeldt, University of Southern Denmark

Professor James Fitchett, University of Leicester

About the thesis

As new technologies such as the automobile, television, computer, credit card and scanner emerged, it shifted attention onto the convenient aspect of shopping. Retailers focused on parking, shopping trollies, low prices, large quantities and quick purchase processes. This attention to convenience made it very easy for online stores to outmatch brick-and-mortar stores: With convenience as the competitive parameter, the online stores have all the advantages. A significant parameter is the ability to shop online anytime anywhere. Competition seems like a lost cause for the brick-and-mortar stores, because why would customers want anything other than convenient aspects such as the cheapest prize, more variety and quick service?

However, an overview of the last three hundred years demonstrates that people do not always shop for convenience. Historically, people went shopping for social interaction, leisure and identity confirmation. All features that are still relevant today. This indicates the two overall paradigms that are dominating the retail business: A focus on rational benefits through convenience and a focus on emotional benefits through social interaction, a leisure environment and identity confirmation. In this dissertation, Sanne Dollerup is interested in the last mentioned emotional paradigm.

Learn more and download thesis


The defence is followed by a reception.

Everybody is welcome!


About Sanne Dollerup



Rendsburggade 14, 9000 Aalborg, Auditorium (room 3.107) (please note change of room)

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