10.5281/zenodo.3573332
https://zenodo.org/records/3573332
oai:zenodo.org:3573332
Jain, Shubham
Shubham
Jain
AWS-Institut für digitale Produkte und Prozesse
Mora, Daniel
Daniel
Mora
AWS-Institut für digitale Produkte und Prozesse
Werth, Dirk
Dirk
Werth
AWS-Institut für digitale Produkte und Prozesse
Retail Customer Experience: A comparative study between Physical, Online and Omnichannel Retail.
Zenodo
2019
Omnichannel Retail
Digital Retail
Customer Experience.
2019-07-01
eng
10.5281/zenodo.3573331
https://zenodo.org/communities/eu
Creative Commons Attribution 4.0 International
In the 1990s, many retailers went bankrupt in an attempt to transition from traditional to online retail and currently, retailers are facing the same challenges evolving into the omnichannel model due to lack of tools and knowledge to facilitate the transition. Retail managers need to understand the different dynamics and aspects of customer experience in retail as well as how they differ from previous business models. To address these problems, there is a need to create knowledge which can be done by reviewing the conceptual and theoretical literature around customer experience across all retail models as customer experience is considered as the most important aspect of omnichannel retail. This paper provides a comparative analysis to understand the differences between traditional physical in-store retail, online e-commerce and omnichannel retail to facilitate retailers to comprehend the concepts and further create strategies to transition into the omnichannel retail successfully.
European Commission
10.13039/501100000780
765395
Pioneering the Digital Future for Omnichannel Retail Managers