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Elevating Shopping Experiences Through Digital Technologies - The Case of Retail Agglomerations

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  • Dizdarevic, Amela
  • Evanschitzky, Heiner
  • Backhaus, Christof

Abstract

Increasingly seizing the opportunities digitalisation offers, physical retail agglomerations such as city centres, shopping centres and High Streets draw on digital applications to elevate customer experiences. From a marketing perspective, the challenge lies in finding and implementing those types of digital applications that consumers find both useful and easy to use. Based on a series of qualitative interviews with shoppers, this article provides a guide to the management of retail agglomerations to successfully digitise their customers' shopping experience.

Suggested Citation

  • Dizdarevic, Amela & Evanschitzky, Heiner & Backhaus, Christof, 2018. "Elevating Shopping Experiences Through Digital Technologies - The Case of Retail Agglomerations," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(6), pages 34-41.
    • Handle: RePEc:zbw:hsgmrs:276011
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    References listed on IDEAS

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    3. Anselmsson, Johan, 2016. "Effects of shopping centre re-investments and improvements on sales and visit growth," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 139-150.
    4. Teller, Christoph & Reutterer, Thomas, 2008. "The evolving concept of retail attractiveness: What makes retail agglomerations attractive when customers shop at them?," Journal of Retailing and Consumer Services, Elsevier, vol. 15(3), pages 127-143.
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