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

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Resumen

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.

Idioma originalInglés
Título de la publicación alojadaSocial 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
EditoresGabriele Meiselwitz
EditorialSpringer
Páginas171-180
Número de páginas10
ISBN (versión impresa)9783030495756
DOI
EstadoPublicada - 2020
Publicado de forma externa
Evento12th 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, Dinamarca
Duración: 19 jul 202024 jul 2020

Serie de la publicación

NombreLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volumen12195 LNCS
ISSN (versión impresa)0302-9743
ISSN (versión digital)1611-3349

Conferencia

Conferencia12th International Conference on Social Computing and Social Media, SCSM 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020
País/TerritorioDinamarca
CiudadCopenhagen
Período19/07/2024/07/20

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