Marko Schwertfeger examines customer shopping experiences in retail. He pursues three research objectives: (1) developing a definition, conceptualization, and operationalization of the construct shopping experience, (2) identifying and investigating determinants of the shopping experience, and (3) assessing the effects of the shopping experience on success metrics of retail companies. Based on extensive literature reviews and utilizing neobehaviorist theories, a multifactorial conceptualization of the construct was developed and confirmed through an empirical study. The results of the study show that shopping experiences represent sensory, cognitive, affective, and physical reactions of the customer to their experiential environment when purchasing a good or service. Retail companies can influence these experiences through action parameters such as assortment.