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Consumer Experience And The New Technologies In Retailing

Author

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  • Violeta Peteva

    (University of Economics – Varna, Bulgaria)

Abstract

In today's highly dynamic environment, the role and importance of consumer experience is growing significantly. The core products, with their high quality and service, can no longer provide a competitive advantage in the market. Nowadays consumers seek emotions, dreams, memories, sensations and symbolism that combine to create a compelling and lasting personal experience. The primary goal of modern omnichannel consumers is to combine the advantages of online and offline shopping in the most profitable way for them, while expecting a seamless and exciting experience. To offer such an experience, companies should apply an approach that is on the one hand high-tech and on the other – with a high degree of personal attention in service. Therefore, companies must use technological innovation and convergence between them, together with their highly skilled and motivated personnel. The article examines the importance of the concept of “Consumer Experience†, as well as the new technologies and their manifestations in modern retailing.

Suggested Citation

  • Violeta Peteva, 2023. "Consumer Experience And The New Technologies In Retailing," Conferences of the department "Economics and Management of Trade", Publishing house "Science and Economics" Varna, issue 1, pages 280-287.
    • Handle: RePEc:vrn:commdh:y:2023:i:1:p:280-287
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    More about this item

    Keywords

    consumer experience; omnichannel consumer experience; omnichannel retailing; Commerce 5.0; personalization; artificial intelligence (AI);
    All these keywords.

    JEL classification:

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

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