Omni-channeling in the fashion industry : a prerequisite for emotional shopping experience?
- Purpose: The purpose of this paper is to analyze if omni-channeling is a prerequisite for physical stores to create an emotional shopping experience. Findings: Due to the technological developments an changes in consumer behavior, the retailer needs to adapt digital tools and to offer services that link on- and offline channels ensuring an emotional shopping experience. Multi-channel retailers need to integrate their channels to satisfy the customer.
| Author of HS Reutlingen | Strähle, Jochen |
|---|---|
| ISBN: | 978-3-7347-5821-8 |
| Published in: | Emotionalizing fashion retail : the guide for retail success |
| Publisher: | Books on Demand |
| Place of publication: | Norderstedt |
| Editor: | Jochen SträhleORCiD |
| Document Type: | Book chapter |
| Language: | English |
| Publication year: | 2015 |
| Tag: | consumer behavior; emotional shopping experience; multichannel; omni-channel; retailing |
| Page Number: | 26 |
| First Page: | 61 |
| Last Page: | 86 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 658 Allgemeines Management |
| Open access?: | Nein |
