IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-031-35589-9_19.html
   My bibliography  Save this book chapter

Smartphones and Digital Customer’s Journey

In: Digital Transformation for Fashion and Luxury Brands

Author

Listed:
  • Dominic Appiah

    (Royal Holloway, University of London)

  • Alison Watson

    (Arden University)

Abstract

The digital customer’s journey is characterised by many more ‘touchpoints’ (digital triggers and influences) than the conventional customer’s journey, for example, websites, chatbots, social media content and blogs, which help shape the shopper’s journey and inform their ultimate purchase decision. With increasingly widespread use of digital technologies, digital touchpoints extend beyond digital channels and ultimately influence purchase decisions before, during and after the shopping encounter. It is therefore imperative for marketers within the fashion industry to examine how the evolution of smartphones has influenced digital customer behaviours and choices in recent times. Mobile phone technology was initially used for communication purposes but has recently advanced to include additional features that have created a larger market, which has altered the purchase behaviours of customers. Smartphones to a large extent have redefined our identities and remodelled our perspectives on the online customer’s journey and shopping experience; hence, this chapter aims to provide insights for marketers and scholars in the development of marketing plans that consider digital customer interactivity with brands in a commercial and social context at each stage of the digital customer’s journey.

Suggested Citation

  • Dominic Appiah & Alison Watson, 2024. "Smartphones and Digital Customer’s Journey," Springer Books, in: Wilson Ozuem & Silvia Ranfagni & Michelle Willis (ed.), Digital Transformation for Fashion and Luxury Brands, chapter 19, pages 407-421, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-35589-9_19
    DOI: 10.1007/978-3-031-35589-9_19
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-031-35589-9_19. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.