Purpose – The literature holds few contributions regarding the sensory environment of small, privately‐owned retail stores. Hence, this paper seeks to explore the sensory experience of patrons of a small boutique. Design/methodology/approach – The study uses photo‐elicitation to examine...

Cover -- Editorial advisory board -- Guest editorial -- Shopping for kids' luxury brands: young mothers'identity quest in retail spaces -- Doing it for the kids: the role of sustainability in family consumption -- Children's experiences and parents' perceptions of retailers' mobile applications...