Framing the customer journey: touch point categories and decision-making process stages

PurposeE-commerce has become an essential and highly competitive channel for e-retailers, who have felt the need to invest in the experience delivered to customers. Therefore, it becomes necessary to unveil the online customer experience so that brands can improve their offerings. In this study, the authors proposed a model that explores customer experience on websites, namely, what concerns the use of the latest technological developments such as artificial intelligence, augmented reality and virtual reality.Design/methodology/approachThe study offers a model to explore and compare the online consumer experience in e-commerce websites, considering eight dimensions that cover recent technological advances. A multiple case study that evaluated companies in the footwear industry was used to assess the model's applicability. The case study methodology considered two distinct segments, the high-price and low-price segments.FindingsThe data collected by the websites' examination enabled us to confirm part of the suggested propositions. However, propositions concerning new technologies were not proved. Opportunities for improvement were identified, especially for high-price segment companies, since the results showed that these companies provide a less pleasant consumer experience than those of the opposing segment.Originality/valueThis study extends the scope of the online consumer experience by introducing more contemporary dimensions. Additionally, the model allows an evaluation and comparison of the knowledge delivered by several online retailers, using the Portuguese footwear industry as a reference.

Section: The Case Of Footwear Online Stores 465mentioning

confidence: 99%

“…, 2012). Towers and Towers (2022) also stated that there is a need to understand the customer journey and improve the CX throughout all the touchpoints. Even Kuppelwieser and Klaus (2020) indicated that customers evaluate and perceive the experience as a whole and do not perceive the different stages separately.…”

Section: Literature Reviewmentioning

confidence: 99%

How footwear companies can use online CX to WOW customers

Silva

Dias

Braga

2023

“…In retailing, m-payment services represent touchpoints (Towers and Towers, 2022), where digital devices of customers and retailers are connected to enable transactions. Furthermore, IJRDM 51,3 NFC m-payment is an ecosystem of multiple actors (customers, mobile service providers, financial service companies, application developers and retailers).…”

Section: Theoretical Background 21 the Theory Of Technology Acceptanc...mentioning

confidence: 99%

NFC m-payment as a driver for customer loyalty towards retailers amongst Generation Z

Alt

Agárdi

2022

PurposeThe diffusion of near-field communication (NFC) m-payment depends largely on retailers who are more motivated to provide NFC m-payment for the retailers' customers if NFC m-payment increases loyalty. Therefore, this paper investigates the relationship between customer acceptance of NFC m-payment and loyalty towards the retailer amongst Generation Z.Design/methodology/approachThe NFC m-payment technology acceptance model was extended with loyalty intention towards the retailer. Therefore, an online survey was conducted amongst Generation Z that resulted in a sample of 310 respondents. The collected data were analysed by structural equation modelling (SEM).FindingsResults proved that the customers' intention to use NFC m-payment contributes to a large extent to loyalty intention toward the retailer. Besides, usefulness, enjoyment, social influence and compatibility with lifestyle played a significant role in customer acceptance of NFC m-payment.Research limitations/implicationsThis study's sample consists of Generation Z customers, and other generations should also be tested in future studies.Practical implicationsThe intention to use NFC m-payment predict retail loyalty. Retailers should communicate m-payment availability as a new retail service to influence store patronage.Originality/valueThis study provides theoretical contributions to NFC m-payment acceptance and retail loyalty literature. First, this research extends the NFC m-payment technology acceptance model with a new behavioural outcome, loyalty intention towards retailers. Second, this research enriched retail loyalty literature by proving that NFC m-payment technology adoption drives customer loyalty towards retailers.

“…To elaborate further on the consumer-packaging interaction, the current study relies on the customer journey literature, which shows how consumers move from one setting to another (Zomerdijk and Voss, 2010). Such studies take a business approach to characterise the journey of delivering an offering comprising a series of touch points and various delivery-related activities and events (Pantouvakis and Gerou, 2022;Towers and Towers, 2021;Zomerdijk and Voss, 2010), framing the journey as a process divided into the pre-purchase, purchase and Packaging journey from retail to home post-purchase stages (Lemon and Verhoef, 2016;Shavitt and Barnes, 2020). In accordance with the customer journey, the consumer-packaging interaction is a voyage that extends beyond the purchase.…”

Section: Introductionmentioning

confidence: 99%

“…Against this background, the current study elaborates on the consumer–packaging interaction, based on the assumption that the interaction continues as the packaging moves from retail stores to consumers’ homes and even beyond. Relatedly, the study draws on the ideas of customer journey (Lemon and Verhoef, 2016; Shavitt and Barnes, 2020; Towers and Towers, 2021; Zomerdijk and Voss, 2010) and moments of consumption (Evans, 2019). It is thought that consumers likely infer different meanings from colour along the customer journey, as cues like colour impact responses in context (Kauppinen-Räisänen et al ., 2020).…”

Section: Introductionmentioning

confidence: 99%

Packaging journey from retail to home: how the meaning of sustainability for colour transforms

Sekki

Kauppinen‐Räisänen

Kylkilahti

et al. 2023

Purpose Research has largely disregarded consumer–packaging interaction in contexts other than retail. Focusing on the powerful cue of colour and consumers’ pleas for sustainability and drawing on the customer journey and moments of consumption, this study investigates how packaging colour meanings are redefined from retail to home and how the meaning of sustainability for colour transforms.Design/methodology/approach A qualitative methodology was employed with 27 informants, who were interviewed in pairs or in small groups of three.Findings First, colour meanings emerge outside the retail context, confirming the idea of the packaging journey. Colours are dynamic, as meanings are redefined throughout the voyage. In retail, colour conveys brand, product, environmental and origin-related meanings, while at home it conveys product, food- and health-related meanings. At the end of the journey, colour communicates disposal, environmental, health and origin-related meanings. Second, the meaning of sustainability for colour transforms during the voyage from being conveyed by a colour hue to being perceived as a material and, therefore, as a waste and recycling concern.Originality/value The study adds insight into the role of colour in the packaging life cycle, wherein colour transforms from a visual packaging cue to an issue of materiality. The recyclability of colours is a prevailing sustainability issue that deserves attention within the packaging industry. The study argues that although the consumer–packaging interaction in the retail context is essential, managers should recognise that the interaction continues with colours from in-store purchase decisions to consumers’ homes (use and recycling).