Open Collaboration Strategy of International Retailers: An Analysis of Co-Creation

Abstract

Nowadays, online channels provide better distribution and communication strategies between companies and consumers. The importance of establishing online tools based on innovations and customer participation, is equally applicable to the international retail sector. Retail companies are able to reach consumers through their online channels, providing better ways to stand out from competitors. The options of joint open collaboration between international retails brands and its consumers implicate a transformation about the traditional communication between customers and companies. The objective of the present work is to analyze how the consumer experience is perceived after its participation in online co-creation actions, proposed by retail brands in the United Kingdom and Spain. The main purpose of this research is to consider how online co-creation initiatives, in the fashion industry sector, have a significant influence on co-creation experience, as well as, on relevant aspects, such as engagement or customer satisfaction.