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Shopping Experience and In-Store Technologies in Fashion Retail

  • Presently a lot of emphasis has been put on the need for brick-and-mortar stores to reinvent themselves, in light of increasing competition. Therefore, the topic of shopping experience has recently received special attention by retailers, as they increasingly endeavor to create pleasant store environments. Several studies have shown, that a positive shopping experience results in increased customer satisfaction, store loyalty and thus long-term success of a company. While new technologies are on the rise, they have so far not been fully exploited in retail stores, neither extensively researched in the context of shopping experience. Therefore, this bachelor thesis aims to provide a general understanding on the construct of shopping experience and explores how certain phases of the customer journey can be complemented by in-store technologies. Moreover, it provides valuable insights on the capabilities and limitations of in-store technologies. Particularly, RFID equipped tablet computers, as an in-store technology for fashion retailers, are researched in-depth. Secondary data retrieved from academic journals, academic books, press articles and study reports are used to provide an overall understanding on the construct of shopping experience, certain customer journey phases, technologies in retail stores and on the changed buying behavior caused by digitalization. Primary research is conducted to research RFID equipped tablet computers as a in-store technology for fashion retailers. It identifies which shopping experience determinants should be targeted, when considering the implementation of in-store technology in a fashion retail store. Moreover useful information regarding the perception towards chosen tablet functions are highlighted. Findings are discussed with reference to available literature. Conclusions are drawn and presented as implications for fashion retailers.

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Author:Diana Krämer
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Date of final exam:2017/08/31
Release Date:2017/09/07
Tag:Einkaufserlebnis; Erlebnis
Experience; In-store; Shopping experience
Page Number:81
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt