Co-creation of Experiences in Retail: Opportunity to Innovate in Retail Business

Ron Journée () and Marcel Weber ()
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Ron Journée: Windesheim University of Applied Sciences
Marcel Weber: Windesheim University of Applied Sciences

Chapter Chapter 31 in Managing Complexity, 2017, pp 391-404 from Springer

Abstract: Abstract What’s the best innovation strategy for retailers to differentiate from or to compete with their rivals and to achieve a sustainable and unique position in the very competitive retail marketplace? Should retailers engage customers and enhance affective customer loyalty by co-creating their experiences with them? An appropriate way to answer these questions is to create insight in and to understand customer experience and customer co-creation in retail business. In this chapter, we accomplish this by reviewing extant scientific research on customer experience, co-creation, and retail strategies and propose a conceptual framework for customer co-creation of experiences in retail business. We assert that the purpose of customer experience is to create and deliver value to both customers (via activities related to customer engagement and co-creation) and the retailer. Retailers can increase their competitive advantage by innovating with a focus on customer experience co-creation.

Keywords: Retail; Customer experience; Customer engagement; Customer co-creation; Marketing strategy; Marketing channels; Multichannel management; Innovation in retail (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-29058-4_31

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DOI: 10.1007/978-3-319-29058-4_31

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