Customer experiences in retail: case studies in physical and virtual channels

Abstract

Customer eXperience (CX) is a relatively new concept in the industry and generally related to marketing. It is focused examining the entire client’s journey and experiences with various systems, products or services offered by a company. Lately, there is a growing interest in CX by organizations, since it is one of the most important factors when it comes to maintaining a competitive advantage with their peers. Adding to this, that customers nowadays seek to create an experience beyond the acquisition of a product. The article examines a specific case study of a Chilean retail store through two Customer Journey Map (CJM) of the main sales channels (physical and virtual). In which the stages of the purchasing process are identified, considering the activities within these stages, the touchpoints and the elements present in the touchpoints, in order to make a comparison of the trips of the clients in their different channels of sale.