Sales problem: Retail Experience

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Literature Review: Retail Experience problem for Sales

This “Ten Problems for Sales in the 2020s” booklet identifies ten relevant areas from very recent contributions put forward at academic level in the form journal articles, conference proceedings and students’ theses. Ten freely accessible internet references have been selected for each area and direct links are provided at the end of each chapter for own consultation. Our selected references do not intend to mirror ranking indexes nor establish novel classifications. On the contrary, they are meant to represent peer-reviewed, diverse and scientifically-sound case studies for vertical dissemination aimed at non-specialist readers. They will also be able to scoop even more references through the bibliography that is reported at the end of each selected reference.

Without further ado, these are the ten problems that we are going to introduce in this booklet:

  1. digital technology,
  2. conscious consumer,
  3. mobile payments,
  4. agritech,
  5. retail experience,
  6. popular products,
  7. sustainable fashion,
  8. plant-based diet,
  9. digital marketing,
  10. b2c platforms.

Each problem has its own dedicated chapter made of an introductory section, a short presentation of the ten selected references and a conclusions section.

The final chapter of this booklet will report the conclusions from each chapter again in order to provide a complete executive summary.

5 Retail Experience

THE PROBLEM — Brick-and-mortar retailers have started to provide compelling customer experiences by seamlessly integrating online and physical channels. The fruition of what we used to call a shopping mall is now truly a leisure/entertainment center with shopping as a leisure activity. Digital technology is often employed to enhance the retail experience.

CASE STUDIES — … buy this booklet from Amazon …

CONCLUSIONS — There is no clear understanding of how customer experience is to be conceptualized and hence operationalized. It is expected in the United States that mega Leisure/Experience facilities will become common place in the foreseeable future. The virtual tour can be a powerful branding tool in the online-dominant retailing era. Omnichannel typically increases luxury brands availability, or the perception of it, all while trying to maintain a certain level of exclusivity. Users generally feel the attractiveness of a space makes products appealing since it creates interesting spatial impression with eye-catching display. As an example, the visual characteristics of a street with a restaurant accessible by several modes of transportation is likely to differ by the amount of liveliness when compared with another restaurant serviced in a location with no transport links. Digitalization has been present within the retail industry for a number of years and managers are aware of its profound effects. Augmented Reality provides possibilities to engineer the conditions influencing the customer experiences as well as to redistribute control of touchpoints in the customer journey. Brand love mediates the relationship between brand experience and word of mouth. In 2018, roughly 10% sales were returned to retailers post purchase in the United States.

TEN FREE REFERENCES FROM THE INTERNET — … buy this booklet from Amazon …

“Ten Problems for Sales in the 2020s” booklet for Amazon Kindle, 2020; click on the cover to go to the dedicated Amazon listing page

By TenProblems

Literature Reviews for Inquisitive Minds