Retail technologies that enhance the customer experience: a practitioner-centred approach

What is it about?

Providing an exceptional customer experience (CX) has become a primary goal for retail companies. CX encompasses every interaction customers have with the business, product, or service, influencing their satisfaction, purchase decisions, and loyalty. After conducting in-depth interviews and focus groups with retail executives, we surveyed 201 retail and technology practitioners. The analysis of their insights identifies three ways retailers can use technology to improve customer experience. First, they can use technology to make shopping more enjoyable and personalized for customers. Second, they can implement technology that removes obstacles and makes the shopping process smoother. Third, they can invest in technology that fosters transparency and trust, strengthening brand loyalty.

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Photo by Maddi Bazzocco on Unsplash

Photo by Maddi Bazzocco on Unsplash

Why is it important?

In the current competitive retail landscape, retailers need insights on strategically integrating technology to enhance customer experience and improve their business performance. Drawing from Verhoef et al.'s (2009) CX conceptual framework and Kahn's (2018) competitive retail strategies, this article presents a new, practice-informed framework for categorizing key retail technologies based on their effectiveness in supporting CX management strategies.