From places to platforms : Examining the transformation of servicescapes

Abstract

Place represents one of the underlying elements of the marketing mix. However, due to ongoing digitalisation, places have undergone substantial changes in recent years. With the transition from physical shopping environments towards intangible Internet spaces and digital platforms, how places affect consumer behaviour and how consumers use places are rapidly changing. This transition challenges the existing conceptualisation of place as a physical environment. In the online environment, consumers can no longer rely on physical and tangible cues to complement their shopping experience. Instead, they have to learn the logic of technological platforms and the rules of interaction in digital spaces. These changes are likely to transform consumers’ perceptions of places as well as the relationships that consumers develop with stores and brands. This chapter reflects on the changes that are occurring regarding the nature of places and the implications that these changes have on consumers and marketing strategies and practices. We also discuss changes in atmospherics and servicescapes and how these are modified to suit the evolving online environment.