Change in technology-enabled omnichannel customer experiences in-store

Bethan Alexander and Anthony Kent

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

Abstract: This paper explores changes in technology-enabled omnichannel customer experiences in stores over a five-year period (2014–2019). It contributes to the omnichannel-experience-management literature through customer technology-enabled touchpoints within fashion retail. Adopting an exploratory qualitative approach, primary data were obtained using semi-structured interviews with millennial consumers. The findings demonstrate the growing importance of implementing and integrating in-store technologies to improve customer experience. From these, two models are developed: “technology-induced customer experience in-store†; and “technology-enabled customer shopping journey in-store†.

Keywords: Omnichannel; In-store technologies; Physical store; Customer experience; Purchase journey; Fashion retail (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:65:y:2022:i:c:s0969698920313461

DOI: 10.1016/j.jretconser.2020.102338

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