Elevating Shopping Experiences Through Digital Technologies - The Case of Retail Agglomerations

Amela Dizdarevic, Heiner Evanschitzky and Christof Backhaus

Marketing Review St.Gallen, 2018, vol. 35, issue 6, 34-41

Abstract: Increasingly seizing the opportunities digitalisation offers, physical retail agglomerations such as city centres, shopping centres and High Streets draw on digital applications to elevate customer experiences. From a marketing perspective, the challenge lies in finding and implementing those types of digital applications that consumers find both useful and easy to use. Based on a series of qualitative interviews with shoppers, this article provides a guide to the management of retail agglomerations to successfully digitise their customers' shopping experience.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276011

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