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This article uses a theoretical framework of mental imagery, experience, and shopping value to study the impact of digital tools or terminals on these three concepts. A qualitative study of forty-three consumers reveals a modification of all dimensions of the experience, in particular the temporal and cognitive dimensions. These dimensions, which are strongly linked to mental imagery, impact the shopping value: utilitarian, hedonic, social, service excellence, and to a lesser extent store aesthetics. Some managerial recommendations are provided to retailers who wish to digitalize their store(s).