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Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories perspective

Year: 2024

Type: article

Abstract: This paper contributes to the existing literature on the evolution of the physical retail space and its effect on customer experience (CX). Reflecting on previous research in the retail CX field, we explore the impact of accelerated change on the role of physical stores and the likely progression of CX management in the context of integrated physical and digital channels in the fashion retail domain. Qualitative exploratory research was conducted with industry experts using semi-structured interviews to reveal insights and projections regarding phygital retail and CX evolution. The Experiential Retail Territories (ERT) framework is introduced as a new perspective on the future of fashion retailing.

Source: Journal of Retailing and Consumer Services

DOI: 10.1016/j.jretconser.2024.104108

Authors: Bethan Alexander, Rosemary Varley

Institution: University of the Arts London

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,800

OpenAlex ID: W4403063555

FWCI: 34.14

Cites: 64

Cited by: 73

Related to: 10