An exploratory study of touchpoints shaping the phygital shopping experience in France: a thematic and sentiment analysis approach

Danielle Lecointre-Erickson (), Safaa Adil, M. Laeeq Khan, Koffi Selom Agbokanzo (), Mirna Bassily () and Sourou Meatchi ()
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Danielle Lecointre-Erickson: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement, UA - Université d'Angers
Safaa Adil: ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Koffi Selom Agbokanzo: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université, EGEI - Éthique et Gouvernance de l’Entreprise et des Institutions - UCO - Université Catholique de l'Ouest
Mirna Bassily: EGEI - Éthique et Gouvernance de l’Entreprise et des Institutions - UCO - Université Catholique de l'Ouest
Sourou Meatchi: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement

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Abstract: Consumers increasingly seek more seamless shopping experiences through "phygital" store environments that integrate physical and digital touchpoints. However, managers' strategies for digitizing interaction points remain challenging and complex. This study aims to explore and compare the salient touchpoints influencing perceived shopping experiences in traditional versus phygital retail environments, specifically in the French cosmetics and lingerie sectors. By conducting thematic and semantic analyses of user-generated content across both traditional and phygital store contexts, we investigate how digital integration transforms consumer perceptions and interactions. The results reveal that consumers primarily articulate their positive and negative experiences through human touchpoints and interactions, highlighting the nuanced impact of digital enhancements on retail experience. This study contributes to the phygital retailing literature by exploring the multidimensional factors that influence phygital shopping experience. The findings provide critical managerial insights helping store owners better understand and strategically implement touchpoints that significantly influence consumer perceptions in emerging phygital retail environments.

Keywords: Shopping experience; phygital experience; eWOM; sentiment; Expérience d'achat; expérience phygitale (search for similar items in EconPapers)
Date: 2025-05-14
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Published in 41ème Congrès international de l’Association Française du Marketing (AFM), IAE de Lille – University School of Management, Université de Lille; IÉSEG School of Management, Université catholique de Lille, May 2025, Lille, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05005943

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