New Construct of Managing the Expanded Experience of the Customer: Integration of the Off-Line and Online Environments

João Luiz Gilberto de Carvalho, Geraldo Luciano Toledo

Abstract


Purpose: To analyze how the integration dimensions of offline and online environments are present in the management of experiences, in the supermarket retail segment

Method: The method focuses on analysis and categorization of the state of the art of customer experience management (CEM), according to elements of Schmitt's model (2004) - experiential environments; experience platforms; desired experiences for the brand; customer interaction interfaces; continuous innovation.

Originality / Relevance: This study and its dimensions expands the concept of relationship with the customer, leading to a vision that encompasses the creation of value. It fills gaps of CEM by presenting managerial tools for the phenomenon of experience.

Findings: Interactions of the CEM dimensions are presented that support the new construct named 'expanded customer experience in the supermarket', which implements the Terblanche model (2018), adding a new dimension: the integration of offline and online operations. This concerns the access of customers to the physical channel of the supermarket, integrating resources, technologies and characteristics of the digital environment, with operations under the omnichannel concept.

Theoretical / methodological contributions: Theoretical framework and new construct that expands the scope of the CEM since it highlights the need to integrate the physical and virtual environments to improve experiential sensations. The study is configured as a theory for managing the stimuli that affect customers, the operations of processes in retail and the atmospheres of stores.

Social / management contributions: The results help retail managers to improve customer experiences at the point of sale, getting a competitive advantage.


Keywords


Customer experience management; Retail; Experiential retail; Supermarket and Grocery; Omnichannel

References


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Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395–410. https://doi.org/10.1016/j.emj.2007.08.005

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Aguiar, E. C., & Farias, S. A. de. (2014). Estímulos Sensoriais e seus Significados para o Consumidor: Investigando uma Atmosfera de Serviço Centrado na Experiência. Revista Brasileira de Marketing, 13(05), 65–77. https://doi.org/10.5585/remark.v13i5.2494

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Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions. Journal of Marketing, 66(2), 120–141. https://doi.org/10.1509/jmkg.66.2.120.18470

Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers in a multichannel environment: Product utility, process utility, and channel choice. Journal of Interactive Marketing, 19(2), 12–30. https://doi.org/10.1002/dir.20032

Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170–178. https://doi.org/10.1016/j.jretconser.2015.08.001

Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313–327. https://doi.org/10.1177/1094670504273964

Bèzes, C. (2018). What kind of in-store smart retailing for an omnichannel real-life experience? Recherche et Applications en Marketing (English Edition), 01-22. https://doi.org/10.1177/2051570718808132

Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: bringing together digital, physical and social realms. Journal of Service Management, 29(5), 776–808. https://doi.org/10.1108/JOSM-04-2018-0113

Bonnin, G., & Goudey, A. (2012). The kinetic quality of store design: An Exploration of its influence on shopping experience. Journal of Retailing and Consumer Services, 19(6), 637–643. https://doi.org/10.1016/j.jretconser.2012.08.006

Brito, E. P. Z., Vieira, V. A., & Espartel, L. B. (2011). A Pesquisa na Área do Varejo: reflexões e provocações. RAE - Revista de Administração de Empresas, 51(6), 522–527.

Campo, K., & Breugelmans, E. (2015). Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience. Journal of Interactive Marketing, 31, 63–78. https://doi.org/10.1016/j.intmar.2015.04.001

Cook, G. (2014). Customer experience in the omni-channel world and the challenges and opportunities this presents. Journal of Direct, Data and Digital Marketing Practice, 15(4), 262–266. https://doi.org/10.1057/dddmp.2014.16

Cooper, D. R., & Schindler, P. S. (2003). Métodos de Pesquisa em Administração (7a edição). Porto Alegre: Bookman.

D’Ippolito, B., & Timpano, F. (2016). The Role of Non-Technological Innovations in Services: The Case of Food Retailing. Creativity and Innovation Management, 25(1), 73–89. https://doi.org/10.1111/caim.12156

Dziewanowska, K. (2015). Comparison of Dimensions of Online and Offline Shopping Experiences. In Annual Paris Business Research Conference. Paris.

Errajaa, K., Legohérel, P., & Daucé, B. (2018). Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image. Journal of Retailing and Consumer Services, 40(August 2017), 100–108. https://doi.org/10.1016/j.jretconser.2017.08.016

Ferreira, N. S. de A. (2002). As pesquisas denominadas “estado da arte”. Educação & Sociedade, 23(79), 257–272. https://doi.org/10.1590/S0101-73302002000300013

Flavián, C., Gurrea, R., & Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15, 459–476.

Følstad, A., & Kvale, K. (2018). Customer journeys: a systematic literature review. Journal of Service Theory and Practice (Vol. 28). https://doi.org/10.1108/JSTP-11-2014-0261

Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395–410. https://doi.org/10.1016/j.emj.2007.08.005

Grewal, D., Levy, M., & Kumar, V. (2009). Customer Experience Management in Retailing: An Organizing Framework. Journal of Retailing, 85(1), 1–14. https://doi.org/10.1016/j.jretai.2009.01.001

Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The Future of Retailing. Journal of Retailing, 93(1), 1–6. https://doi.org/10.1016/j.jretai.2016.12.008

Hand, L., Parker, B., Ortis, I., & Holmes, C. (2009). 2009 Top Ten Predictions for the Retail Industry. (Relatório no GRI216086, 05.jan.2009). IDC Retail Insights.

Helm, S., Kim, S. H., & Van Riper, S. (2018). Navigating the ‘retail apocalypse’: A framework of consumer evaluations of the new retail landscape. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2018.09.015

Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. (2015). Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online-Offline Channel Integration. Journal of Retailing, 91(2), 309–325. https://doi.org/10.1016/j.jretai.2014.12.009

Hernández-Ortega, B., & Franco, J. L. (2018). Developing a new conceptual framework for experience and value creation. Service Business. https://doi.org/10.1007/s11628-018-0379-4

Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K. (2018). Making omnichannel an augmented reality: the current and future state of the art. Journal of Research in Interactive Marketing, 12(4), 509–523. https://doi.org/10.1108/JRIM-01-2018-0023

Hoffman, K. D., & Turley, L. W. (2002). Atmospherics, service encounters and consumer decision making: an integrative perspective. Journal of Marketing Theory and Practice, 10(3), 33–47. Recuperado de https://www.jstor.org/stable/41304272

Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132. https://doi.org/10.1086/208906

Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401. https://doi.org/10.1007/s11747-015-0460-7

Höpner, A., Ganzer, P. P., Chais, C., & Olea, P. M. (2015). Experiência do Consumidor no Varejo: Um Estudo Bibliométrico. Revista Brasileira de Marketing, 14(04), 513–528. https://doi.org/10.5585/remark.v14i4.2977

Hwangbo, H., Kim, Y. S., & Cha, K. J. (2017). Use of the Smart Store for Persuasive Marketing and Immersive Customer Experiences: A Case Study of Korean Apparel Enterprise. Mobile Information Systems, 2017. https://doi.org/10.1155/2017/4738340

Ieva, M., & Ziliani, C. (2018a). Mapping touchpoint exposure in retailing. International Journal of Retail & Distribution Management, 46(3), 304–322. https://doi.org/10.1108/IJRDM-04-2017-0097

Jaziri, D. (2019). The advent of customer experiential knowledge management approach (CEKM): The integration of offline & online experiential knowledge. Journal of Business Research, 94, 241–256. https://doi.org/10.1016/j.jbusres.2018.05.029

Kang, J. Y. M. (2018). Showrooming, Webrooming, and User-Generated Content Creation in the Omnichannel Era. Journal of Internet Commerce, 17(2), 145–169. https://doi.org/10.1080/15332861.2018.1433907

Kazancoglu, I., & Aydin, H. (2018). An investigation of consumers’ purchase intentions towards omni-channel shopping. International Journal of Retail & Distribution Management, 46(10), 959–976. https://doi.org/10.1108/IJRDM-04-2018-0074

Kim, S., Ham, S., Moon, H., Chua, B. L., & Han, H. (2018). Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. International Journal of Hospitality Management, 0–1. https://doi.org/10.1016/j.ijhm.2018.06.026

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DOI: https://doi.org/10.24023/FutureJournal/2175-5825/2021.v13i2.474

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