Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing

Giada Salvietti, Marco Ieva and Cristina Ziliani
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Giada Salvietti: University of Parma
Marco Ieva: University of Parma
Cristina Ziliani: University of Parma

Chapter Chapter 15 in The Art of Digital Marketing for Fashion and Luxury Brands, 2021, pp 365-395 from Springer

Abstract: Abstract This chapter will address the role of online customer experience and online touchpoints in the customer journey. First, Online and In-Store Customer Experience will be presented and discussed comparatively in order to highlight similarities and differences. Second, the chapter will focus on the role of online and offline touchpoints and their relationships with consumer attitudes and behaviours. Third, best practices and successful cases in fashion and luxury retailing will be discussed to analyse how best-in-class companies are managing online touchpoints. This analysis will offer insights to guide practitioners in developing a compelling Customer Experience, both online and in store, with the goal of achieving long-term customer loyalty.

Keywords: On line customer experience; Customer journey; Fashion and luxury retailing; Customer touchpoints; Customer loyalty (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70324-0_15

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DOI: 10.1007/978-3-030-70324-0_15

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