Channels and tools
Retail experience is the overall perception a customer forms while interacting with a retailer along the whole buying journey, in the shop and online.
It depends on every touchpoint and on consistency across channels, and it is one of the main levers of loyalty. The reference theory is the experience economy of B. Joseph Pine and James Gilmore (1998): when products look alike, customers choose where to buy by how it makes them feel.
An example
A customer books online, finds the product ready in the shop and gets chat support on the same order.
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