Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories perspective

Bethan Alexander and Rosemary Varley

Journal of Retailing and Consumer Services, 2025, vol. 82, issue C

Abstract: This paper contributes to the existing literature on the evolution of the physical retail space and its effect on customer experience (CX). Reflecting on previous research in the retail CX field, we explore the impact of accelerated change on the role of physical stores and the likely progression of CX management in the context of integrated physical and digital channels in the fashion retail domain. Qualitative exploratory research was conducted with industry experts using semi-structured interviews to reveal insights and projections regarding phygital retail and CX evolution. The Experiential Retail Territories (ERT) framework is introduced as a new perspective on the future of fashion retailing.

Keywords: Customer experience; Phygital retail; Physical retail space; Experiential Retail Territories; Retail futures; Fashion (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924004041

DOI: 10.1016/j.jretconser.2024.104108

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