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Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys
Patronage in town centres has been fluctuating over the past few years, indicating that consumers are buying elsewhere in pursuit of better and more fulfilling shopping experiences. This is concerning as patronage is considered an indicator of high streets vitality and viability. To help understand...
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| Main Authors: | , , , |
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| Format: | Default Article |
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2021
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| Online Access: | https://hdl.handle.net/2134/17048825.v1 |
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| _version_ | 1818166264290344960 |
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| author | Majd AbedRabbo Cathryn Hart Fiona Ellis-Chadwick Zeina AlMalak |
| author_facet | Majd AbedRabbo Cathryn Hart Fiona Ellis-Chadwick Zeina AlMalak |
| author_sort | Majd AbedRabbo (3375722) |
| collection | Figshare |
| description | Patronage in town centres has been fluctuating over the past few years, indicating that consumers are buying elsewhere in pursuit of better and more fulfilling shopping experiences. This is concerning as patronage is considered an indicator of high streets vitality and viability. To help understand the changing patterns of patronage, especially related to the growth in online retail spending, this study sheds light on key touchpoints that influence the town centre shopping experience. Using the customer journey framework and drawing insights from datasets of two central UK regions, we provide new contribution to town centre research by capturing significant and specific physical and digital touchpoints in the town centre shopping journey, thus developing our understanding of the determinants of the town centre shopping experience. Consequently, this work provides recommendations for town centre management to help improve town centre patronage by developing customers’ experience with shopping-specific touchpoints. |
| format | Default Article |
| id | rr-article-17048825 |
| institution | Loughborough University |
| publishDate | 2021 |
| record_format | Figshare |
| spelling | rr-article-170488252021-09-25T00:00:00Z Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys Majd AbedRabbo (3375722) Cathryn Hart (1256832) Fiona Ellis-Chadwick (1248414) Zeina AlMalak (11738302) Shopping experience Customer experience Customer journey Patronage Town centre Social Sciences Business Business & Economics RETAIL ATMOSPHERICS INTEGRATION QUALITY EXPERIENCE TOUCHPOINTS CONSUMERS FUTURE IMPACT Marketing Business and Management Tourism Patronage in town centres has been fluctuating over the past few years, indicating that consumers are buying elsewhere in pursuit of better and more fulfilling shopping experiences. This is concerning as patronage is considered an indicator of high streets vitality and viability. To help understand the changing patterns of patronage, especially related to the growth in online retail spending, this study sheds light on key touchpoints that influence the town centre shopping experience. Using the customer journey framework and drawing insights from datasets of two central UK regions, we provide new contribution to town centre research by capturing significant and specific physical and digital touchpoints in the town centre shopping journey, thus developing our understanding of the determinants of the town centre shopping experience. Consequently, this work provides recommendations for town centre management to help improve town centre patronage by developing customers’ experience with shopping-specific touchpoints. 2021-09-25T00:00:00Z Text Journal contribution 2134/17048825.v1 https://figshare.com/articles/journal_contribution/Towards_rebuilding_the_highstreet_Learning_from_customers_town_centre_shopping_journeys/17048825 CC BY-NC-ND 4.0 |
| spellingShingle | Shopping experience Customer experience Customer journey Patronage Town centre Social Sciences Business Business & Economics RETAIL ATMOSPHERICS INTEGRATION QUALITY EXPERIENCE TOUCHPOINTS CONSUMERS FUTURE IMPACT Marketing Business and Management Tourism Majd AbedRabbo Cathryn Hart Fiona Ellis-Chadwick Zeina AlMalak Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys |
| title | Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys |
| title_full | Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys |
| title_fullStr | Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys |
| title_full_unstemmed | Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys |
| title_short | Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys |
| title_sort | towards rebuilding the highstreet: learning from customers’ town centre shopping journeys |
| topic | Shopping experience Customer experience Customer journey Patronage Town centre Social Sciences Business Business & Economics RETAIL ATMOSPHERICS INTEGRATION QUALITY EXPERIENCE TOUCHPOINTS CONSUMERS FUTURE IMPACT Marketing Business and Management Tourism |
| url | https://hdl.handle.net/2134/17048825.v1 |