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Key Changes in The Customer Journey as a Result of Digitization in Trade

Author

Listed:
  • Violeta Galabova

    (University of National and World Economy, Sofia, Bulgaria)

  • Velichka Zlatkova

    (University of National and World Economy, Sofia, Bulgaria)

Abstract

Dynamic changes in consumer behaviour and digitization in retail have largely led to the emergence and development of omnichannel commerce. This, in turn, laid the foundations for the construction of a new model of customer contact, finding expression in the so-called “360-degree user experience†and the creation of an efficient customer journey. Processes are tied to defining the right set of touchpoints and integrating them to a level that provides the all-important “seamless shopping experience†for the modern consumer. In this regard, the current report emphasizes the importance of researching the specifics of the consumer path in trade and the relevant factor impacts in the undisputed leading role of digitalization.

Suggested Citation

  • Violeta Galabova & Velichka Zlatkova, 2023. "Key Changes in The Customer Journey as a Result of Digitization in Trade," Nauchni trudove, University of National and World Economy, Sofia, Bulgaria, issue 2, pages 41-52, June.
    • Handle: RePEc:nwe:natrud:y:2023:i:2:p:41-52
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    File URL: https://unwe-research-papers.org/bg/journalissues/article/10640
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    More about this item

    Keywords

    customer journey; retail; digitization; touchpoints; customer experience;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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