Customer experiences in retail: case studies in physical and virtual channels

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Customer eXperience (CX) is a relatively new concept in the industry and generally related to marketing. It is focused examining the entire client’s journey and experiences with various systems, products or services offered by a company. Lately, there is a growing interest in CX by organizations, since it is one of the most important factors when it comes to maintaining a competitive advantage with their peers. Adding to this, that customers nowadays seek to create an experience beyond the acquisition of a product. The article examines a specific case study of a Chilean retail store through two Customer Journey Map (CJM) of the main sales channels (physical and virtual). In which the stages of the purchasing process are identified, considering the activities within these stages, the touchpoints and the elements present in the touchpoints, in order to make a comparison of the trips of the clients in their different channels of sale.

Original languageEnglish
Title of host publicationSocial Computing and Social Media. Participation, User Experience, Consumer Experience, and Applications of Social Computing - 12th International Conference, SCSM 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings
EditorsGabriele Meiselwitz
PublisherSpringer
Pages171-180
Number of pages10
ISBN (Print)9783030495756
DOIs
StatePublished - 2020
Externally publishedYes
Event12th International Conference on Social Computing and Social Media, SCSM 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020 - Copenhagen, Denmark
Duration: 19 Jul 202024 Jul 2020

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume12195 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference12th International Conference on Social Computing and Social Media, SCSM 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020
CountryDenmark
CityCopenhagen
Period19/07/2024/07/20

Keywords

  • Customer eXperience
  • Customer Journey Map
  • Touchpoint

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