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Customer experience und digitale In-Store Technologien im kleinstrukturierten Einzelhandel

Author

Listed:
  • Shirin La Garde
  • Eva Lienbacher
  • Beate Cesinger

Abstract

Technologieeinsatz im stationären Einzelhandel kann einzigartige Erlebnisse (Customer experience, CX) schaffen. Es scheint so, als erwarten Kunden zunehmend immersive, interaktive, spielerische und überraschende fortgeschrittene Technologien im Verkaufsraum. Der vorliegende Beitrag diskutiert wie kleinstrukturierte Einzelhandelsunternehmen vom Einsatz von In-Store Technologien im Verkaufsraum profitieren und wie sie mit ihren limitierten Ressourcen eine optimale CX schaffen können. Trans-Abstract: Technology use in brick-and-mortar retail can create unique customer experiences (CX). It seems that nowadays customers expect immersive, interactive, game-like and surprising advanced technologies on the sales floor. This paper discusses how small-scale retailers can benefit from the use of in-store technologies and how they can create optimal CX with their limited resources.

Suggested Citation

  • Shirin La Garde & Eva Lienbacher & Beate Cesinger, 2022. "Customer experience und digitale In-Store Technologien im kleinstrukturierten Einzelhandel," ZfKE – Zeitschrift für KMU und Entrepreneurship, Duncker & Humblot, Berlin, vol. 70(3-4), pages 233-245.
    • Handle: RePEc:dah:aeqzfk:v70_y2022_i3-4_q3-4_p233-245
    DOI: 10.3790/zfke.70.3-4.233
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