A Holistic Shopping Experience on the Brink of Change

Polona Dakic

Management, 2021, vol. 16, issue 1, 25-30

Abstract: Shopping for food and other goods is today for most people something normal – it is part of our culture. We could even say that it is a modern form of hunting and gathering. Just as in ancient times men went hunting and women gathered herbs and other plants to provide basic goods for the survival of their families, today we are realizing this need through shopping. Over the centuries, the need to shop has changed remarkably. Customer journey is becoming more complex due to the increasing supply of retailers and their rapid spreading across different countries. Retailers have became more diversified, the shift also happened on the manufacturers’ side. The boom in digitalization and technology have helped accelerate the innovation of their products and services. Like retailers, they too have been given the opportunity to expand their business around the world. In addition, consumers have more and more choices of different products, services and brands, which in turn leads to more decisions, but this does not necessarily provide greater customer satisfaction.

Keywords: customer journey; customer behavior; digitalization; technology (search for similar items in EconPapers)
Date: 2021
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DOI: 10.26493/1854-4231.16.25-30

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