Abstract

As brands and their communities are increasingly globalising, there is need for greater differentiation between brands and within brand communities. This is because the prevalence of brand services and experiences resulting from global standardisation are less memorable, and therefore less valued by consumers. As a channel to connect with brand communities and support their development, physical retail stores and their services can be designed to address the more specific needs of these communities. The study suggests that brands consider their broad community as a composite of micro-communities. A local community (as a type of micro-community) occupies a shared geography in which a physical retail store is located. Brands respond to local communities through hyperlocalised retail and service design in practice. However, the discourse does not capture the qualities of hyperlocalised retail and service design in support of local communities. There is a gap between the practice and discourse on hyperlocalised retail and service design. The study aims to address this gap in knowledge. Through qualitative empirical research (interviews and artefactual analysis), using a constructivist grounded theory protocol, the study asks what are the qualities of hyperlocalised retail and service design in support of local community? The study found eight qualities of hyperlocalised retail and service design in support of local communities. These are: Located in a district of community significance; Retail site holds meaning to local community; Local referential aesthetics applied to retail design; Unique and tailored service offering; Social opportunities in retail store; Mixed and multi-modal retail programming; Live retail and service design; and Moral expression in retail and service design. The paper contributes to the discourse on localised retail and service design. It also bridges the gap between service and retail design practice and discourse.