Predicting trends and building strategies for consumer engagement in retail environments.

Abstract

In today's digitalized and hyper connected environment, customers are at least expecting retailers to realize and achieve their needs "on" time. Retail is heavily impacted by the digital revolution and specifically digital technology, which is the enabler that drives winning engagement for all. Consumers' purchase experience patterns are complex and customers definitely want quality, service, offers and convenience in their transactions with retailers. The consumer becomes so often "seeker for discounts", "bargain-hunters", and "fan of fast-fashion outlets". This dynamic nature of consumer behavior and evolving technology has created unforeseen circumstances and opportunities for retailers. Confronting these phenomena there is a need in a research world to explore what is the today's consumer profile, what is occurring inside and outside of the retail environment, and accordingly set the frameworks for future recovery strategies. The purpose of this book is to explore the external and internal influence on consumer shopping in a retail store, considering the multi-disciplinary approach, with the objective of help retailers to overcome current situations, to find and better predict trends, rebuild and implement strategies in various retail segments. The book analyzes customer engagement, a very interesting topic and currently discussed among scholars. By analyzing the contributions in this research area, it emerges that the focus is on the analysis of the attitudinal and behavioral dimensions of customer engagement, its antecedents and consequences, and its evolution on social media. The subject area covers multiple disciplines related to retail business as a retail management, relational marketing, digital marketing, consumer behavior and marketing management. It is necessary to link the various disciplines in order to explore the factors that influence consumer behavior inside and outside of retail stores. (PsycInfo Database Record (c) 2020 APA, all rights reserved)