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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
  • 17
    Citations
  • 0
    Usage
  • 107
    Captures
  • 0
    Mentions
  • 5
    Social Media
Metric Options:   Counts1 Year3 Year

Metrics Details

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.

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