Designing an Omni-Experience to Save Retailing: Lessons from an Italian Book RetailerRetailers can achieve competitive advantage by creating an omni-experience, a novel customer experience innovation strategy.
Research Technology Management, ISSN: 1930-0166, Vol: 63, Issue: 3, Page: 24-32
2020
- 17Citations
- 107Captures
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Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
Citation Benchmarking is provided by Scopus and SciVal and is different from the metrics context provided by PlumX Metrics.
Article Description
Overview: Online-based retailers have made competing in the physical retail industry increasingly challenging. Building strong experiences to differentiate from the online-based players is key to survival. Brands can leverage different forms of engagement, such as sensorial or cognitive ones, to support their customer experience. “Read, Eat, Dream” (RED), a new concept by LaFeltrinelli, the major Italian bookseller, is an example of how to create an “omni-experience” by leveraging customers’ lifestyles. This article outlines how LaFeltrinelli conceptualized and implemented the RED concept and presents four key design elements central to creating an omni-experience. By creating an omni-experience, retailers can transform from fulfillment centers to spaces where customers can engage, which in turn increases the length of their visit and occasions for purchase. An omni-experience also establishes the retail store as a reference point for some customers’ specific activities.
Bibliographic Details
http://www.scopus.com/inward/record.url?partnerID=HzOxMe3b&scp=85083626119&origin=inward; http://dx.doi.org/10.1080/08956308.2020.1733886; https://www.tandfonline.com/doi/full/10.1080/08956308.2020.1733886; https://www.tandfonline.com/doi/pdf/10.1080/08956308.2020.1733886; https://dx.doi.org/10.1080/08956308.2020.1733886
Informa UK Limited
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