#2.

# RETAIL EXPERIENCE AND THE ROLE OF IN STORE TECHNOLOGIES AND FASHION APPS

Dr. Marta Blázquez / Prof. Anthony Kent / Eva Schwarz

Online experience

SocialMedia

Store Experience

ConsumerBehaviour

Tran

sact

iona

l Interactional

MY RESEARCH INTERESTS

THE RESEARCH

Aim:

Omnichannel thinking: total integration and seamless shopping experience

Development of online shopping with relevant effects on consumer behaviour

Physical store: evolving, part of a bigger and connected experience

The role of technology: superior and integrated experience

Mobile Apps influence engagement, attitudes, purchase intention and cross-channel integration

Conceptual framework: Servicescapes, experiential theories, Verhoef et al.2009

Qualitative ethnography: observations (110) + in-depth interviews (25)

Research background:

To categorize the dimensions in which physical and virtual merge in the physical store and to evaluate the role that mobile apps play in the shopping experience

Mobile Apps

THE RESULTS

Screens: brand image, atmosphere, information. Technical store environment to meet visualexpectations

Advanced interative technologies: digital mirrors, tactile screens, denim barCross-channel capabilities: wifi, click’n’collect

Limited evidence of channel integration and the use of technology in physical stores

Different levels of technology

No technology Technology for design Technology to mergeTechnology as facilitator

Differences luxury vs mass-marketConsumers: preferred to website, hedonic and utilitarian purposes, cross-channel integration in store

RECOMMENDATIONS FOR PRACTICE

Unique instore experience Integrated online experience

• Who are your customers? How are they? How do they interact with you? Then, retailers can chose the best strategy

• Necessary to ensure that the technology is relevant for consumers and that it works properly

HackettChanel

New LookNike TownBurberry

• Technology: a mean to provide a superior and integrated shopping experience

• Add value to the role of smartphones in the physical store and promote the use of mobile apps: engaging, interactive, useful and personalised experience

• Face the challenge that mobile represents in the fashion industry

Thank you