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The digital consumer experience
[L’expérience consommateur digitale]

Author

Listed:
  • Stephane Magne

    (PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines)

Abstract

The digital customer experience extends the traditional customer experience by integrating digital and interactive tools. It is built on an omnichannel journey that combines physical points of sale and digital platforms, with personalized interactions enabled by big data. Digital technologies foster a more fluid, instantaneous, and individualized customer relationship, transforming marketing from a transactional logic to a relational one. Companies must adapt to the expectations of connected consumers, who are now active participants in shaping their own experience. This evolution raises key challenges: immediacy, personalization, simplified management, and the collection of geolocated data.

Suggested Citation

  • Stephane Magne, 2017. "The digital consumer experience [L’expérience consommateur digitale]," Post-Print hal-05522309, HAL.
    • Handle: RePEc:hal:journl:hal-05522309
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