 Digital Presence in Physical Shopping: From a “Benefit-Oriented Approach” to Successful Customer EngagementPierre Gervais Farine ()
Chapter 13 in Multisensory in Stationary Retail, 2023, pp 183-200 from Springer Abstract: Abstract Customer-centric implementation means that in the course of implementation, the focus is on the target group of customers and we have to concentrate on their senses, i.e., multisensory communication with the customer. This communication must first and foremost be goal-oriented and also beneficial for the end customer. In addition, a holistic approach to implementation is necessary, which takes both the retailer and the end customer into account. This consideration must be applied to the entire customer journey, the individual customer touchpoints, the corresponding customer experiences and the customer engagements to be expected from them. In this chapter, this approach is explained using examples on the one hand and a proven consulting methodology on the other. The developed model makes it possible to develop multisensory experiences in a simple and structured way in order to realize and operate successful, customer-centric implementations with meaningful embedding of technologies along the entire sales process. Date: 2023 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-38227-8_13 Ordering information: This item can be ordered from DOI: 10.1007/978-3-658-38227-8_13 Access Statistics for this chapter More chapters in Springer Books from Springer |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.