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The Digital in Store and the Re-Enchantment of the Customer Experience: What Impact on the Immersion in the Experience of Consumption?

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  • Ghali Zohra

    (Associate professor, ISG of Tunis, Unit of research URISO)

Abstract

Henceforth, the retailers estimate that the digital transformation of their enterprises manipulates two levers of performance notably: the customer’s relations and the turnover. They use some digital technologies to personalize the consumer’s experiences and to offer to the customers the possibility to make the self-service and to dive in an exceptional experience. The demonstration of the relation nature between this digitalization of the point-of-sale and the re-enchantment of the customer’s experience made the objective of this research. Through an exploratory study conducted with a dozen customers from certain quarters to distribution in Tunis, we have tested this relationship. The results of this study show that today a digitalized point-of-sale promotes the stimulation of purchase, reinvents the experience of shopping and leads, therefore, to an immersion in an experience of consumption.

Suggested Citation

  • Ghali Zohra, 2014. "The Digital in Store and the Re-Enchantment of the Customer Experience: What Impact on the Immersion in the Experience of Consumption?," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 4(1), pages 1-9, February.
    • Handle: RePEc:spp:jkmeit:1442
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    References listed on IDEAS

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    1. Bernard Cova & V. Cova, 2009. "Les figures du nouveau consommateur: une genese de la gouvernementalite du consommateur," Post-Print hal-01822701, HAL.
    2. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
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