Introduction
Increased competition requires retail stores to increasingly focus on improving their customers' experiences (Caru & Cova, 2007; Chakravorti, 2011). As a basis, the store atmosphere and the signals the interior send are decisive for producing the right customer experience (Van Rompay, Tanja-Dijkstra, Verhoeven, & Van Es, 2012). Society, however, is always changing, so stores must constantly evolve and follow trends to attract new customers while retaining the old ones (Babin & Attaway, 2000). This also implies that retail stores need to explore more untraditional means to achieve the desired effects. In fact, there is an increasing tendency to perceive...