27. Cosmopolitan Servicescapes and the power of cultural mixing with Bernardo Figueiredo

What happens when a retail space deliberate juxtaposes cultures, time periods, and locations?

Bernardo Figueiredo is an Associate Professor of Marketing at RMIT University. Bernardo and his colleagues recently published an academic study on 'The Cosmopolitan Servicescape'; places designed to allow visitors to display their cultural competences. He joined Dr Jason Pallant to unpack what cosmopolitan really means, how servicescapes can appeal to cosmopolitan consumers, and what this means for retail experience design.

This is a great chat about culture, retail as performance, and even the value of observation and ethnography as a means to develop insights. Fair warning, it might make you hungry...

SHOPOLOGY is a show about retail and the science of shopper behaviour, hosted by Dr Jason Pallant, Senior Lecturer and retail expert at Swinburne University of Technology. Join Jason as he dives deep into big retail topics with a range of guests including retailers, consultants, and academic thought leaders.