Change in technology-enabled omnichannel customer experiences in-store. (March 2022)

• Record Type: Journal Article
• Authors: Alexander, Bethan; Kent, Anthony
• Is Part Of: Journal of retailing and consumer services. Volume 65(2022)
• Publication Date: 2022-03
• Subjects: Omnichannel -- In-store technologies -- Physical store -- Customer experience -- Purchase journey -- Fashion retail; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102338
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: This paper explores changes in technology-enabled omnichannel customer experiences in stores over a five-year period (2014–2019). It contributes to the omnichannel-experience-management literature through customer technology-enabled touchpoints within fashion retail. Adopting an exploratory qualitative approach, primary data were obtained using semi-structured interviews with millennial consumers. The findings demonstrate the growing importance of implementing and integrating in-store technologies to improve customer experience. From these, two models are developed: "technology-induced customer experience in-store"; and "technology-enabled customer shopping journey in-store".