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Change in technology-enabled omnichannel customer experiences in-store

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  • Alexander, Bethan
  • Kent, Anthony

Abstract

This paper explores changes in technology-enabled omnichannel customer experiences in stores over a five-year period (2014–2019). It contributes to the omnichannel-experience-management literature through customer technology-enabled touchpoints within fashion retail. Adopting an exploratory qualitative approach, primary data were obtained using semi-structured interviews with millennial consumers. The findings demonstrate the growing importance of implementing and integrating in-store technologies to improve customer experience. From these, two models are developed: “technology-induced customer experience in-store†; and “technology-enabled customer shopping journey in-store†.

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  • Alexander, Bethan & Kent, Anthony, 2022. "Change in technology-enabled omnichannel customer experiences in-store," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698920313461
    DOI: 10.1016/j.jretconser.2020.102338
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