Online-offline integrated shopping experience Affiliations & Interests. Course Director, MA Fashion Retail Management, Graduate School, LCF, UAL
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2 Affiliations & Interests Course Director, MA Fashion Retail Management, Graduate School, LCF, UAL Qualitative exploratory research Innovative retail formats pop up s, flagships, showrooms Sensory retailing (Fashion & the Senses Symposium 27 Mar 2015; Fashion Omnichannel Symposium Winter, 2015) Customer brand experiences and engagement through on and offline channels Technology utilisation & user interface
3 Research Context Customer experience Store atmospherics (Kotler, 1973; Turley & Milliman (2000) Experiential & emotional retailing (Pine & Gilmore (1999); Schmitt (1999) Gobe (2001) Hulten (2011) Customer motivations Online-offline (Accenture, 2012; Deloitte, 2011) Utilitarian & hedonic (Kang & Poaps, 2010; Ono et al, 2012) Arnold & Reynolds (2003) Research gap Integrated online-offline Advanced shopping technologies experience in the physical store Omnichannel (Pratt, 2012; Rigby, 2011) Advanced tech. features (Pantano & Naccarato, 2010) Advanced tech. forms (Vecchi et al, 2010; 2011)
4 Key findings Physical store environment Coherent store design, utilising multi-sensory approach positively impacts shopping experience. Tenuous relationship between being perceived as tech. store & implementing range of tech. (5 cases did not feature 5 key tech.: AR, digital screens, RFID, mobile, Wifi) Customer motivations & impact of tech. on shopping process Browsing interests & idea shopping most prevalent motivation Online research essential step in shopping journey, yet retailers inconsistent in linking digital shopper journey inside physical store. Variable impact of advanced tech. on consumer shopping process: Need recognition tech. provided little information on new arrivals Product search dubious userability, poor encounters. Mobile main tech. used to merge online/offline, but mainly used for browsing not purchasing Purchase little impact, but contactless payment desired Holistic Experience Hedonic motivations have to be supported with inspirational & decorative variables inside store; mobile is important as connector of research online and purchase offline Efforts to implement tech. but integration missing. Omnichannel concept not verified
5 Implications future research Research gap evidenced how advanced tech. inside physical store affects the shopping experience Conceptual framework provides viable starting point towards the formulation of the key aspects which create an integrated online/ offline experience. Research highlights complexity of maintaining consistency & functionality across atmospherics, multi-sensory & technology Showrooming behaviours prevalent with mobile playing critical role in linking on/offline opportunities for further integration & research on role & impact of mobile as an experiential moderator of the integrated online / offline environment What is actual usefulness of in-store tech? Further research to fully verify role of tech. as supporter of shopping process needed Future - the model needs to be tested using quantitative means to refine the variables which comprise the integrated experience. Model also needs to be dynamic enough to adapt to future technology innovations
6 Recommendations for retail management Opportunity to integrate online & offline experience across all levels of fashion retail even for those retailers perceived as being technological Opportunity to integrate mobile further as the glue to providing holistic online/offline experience and step to realising omnichannel Opportunity to utilise technology to enhance stages of buying process, e.g. use of technology touchpoints to provide store plan, information on new arrivals; product specifications; self service transactions etc. Merging of online & offline world is complex and multi-faceted consideration of who is responsible key.
License: Creative Commons Attribution Non-commercial No Derivatives
Title Type URL Blurring of the channel boundaries: The impact of advanced technologies in the physical fashion store on consumer experience Article Date 2014 Citation Creators http://ualresearchonline.arts.ac.uk/9569/
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