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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.

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Author of HS ReutlingenSträhle, Jochen
Erschienen in:Emotionalizing fashion retail : the guide for retail success
Publisher:Books on Demand
Place of publication:Norderstedt
Editor:Jochen SträhleORCiD
Document Type:Book chapter
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