The Digital in Store and the Re-Enchantment of the Customer Experience: What Impact on the Immersion in the Experience of Consumption?

Ghali Zohra
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Ghali Zohra: Associate professor, ISG of Tunis, Unit of research URISO

Journal of Knowledge Management, Economics and Information Technology, 2014, vol. 4, issue 1, 9

Abstract: Henceforth, the retailers estimate that the digital transformation of their enterprises manipulates two levers of performance notably: the customer’s relations and the turnover. They use some digital technologies to personalize the consumer’s experiences and to offer to the customers the possibility to make the self-service and to dive in an exceptional experience. The demonstration of the relation nature between this digitalization of the point-of-sale and the re-enchantment of the customer’s experience made the objective of this research. Through an exploratory study conducted with a dozen customers from certain quarters to distribution in Tunis, we have tested this relationship. The results of this study show that today a digitalized point-of-sale promotes the stimulation of purchase, reinvents the experience of shopping and leads, therefore, to an immersion in an experience of consumption.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spp:jkmeit:1442

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