Loading…
The role of digital in the town centre experience
To date, omnichannel activity is studied between consumers and an individual retail brand or within a single retail setting, whereas consumer search activity and customer shopping journeys regularly involve multiple brands and multiple channels, both offline or online. This is particularly important...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Default Conference proceeding |
| Published: |
2017
|
| Subjects: | |
| Online Access: | https://hdl.handle.net/2134/26124 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1818171044581605376 |
|---|---|
| author | Cathryn Hart Fiona Ellis-Chadwick Iftakar Haji |
| author_facet | Cathryn Hart Fiona Ellis-Chadwick Iftakar Haji |
| author_sort | Cathryn Hart (1256832) |
| collection | Figshare |
| description | To date, omnichannel activity is studied between consumers and an individual retail brand or within a single retail setting, whereas consumer search activity and customer shopping journeys regularly involve multiple brands and multiple channels, both offline or online. This is particularly important for consumer choice consideration of a retail channel and shopping location. Town centres have been impacted visibly by the growth of online shopping resulting in reduced footfall and store vacancies. However, scope exists for an integrated digital high street to deliver an enhanced, seamless customer experience. While individual brands and major retail organizations are developing their digital capabilities, similar evidence is scarce for retail agglomerations and town centres. This paper seeks to explore the role of digital in the town centre customer experience. Specifically, the research examines consumers’ attitudes and behaviours regarding the use of digital in town centre journeys. To achieve this objective, a multi-method research approach involving focus groups, diaries and telephone interviews is developed to capture in-depth understanding of the factors that encourage or disrupt consumer town centre experiences. The research draws from a combined sample of 234 respondents. The empirical findings reveal respondents use digital channels for various purposes before, during and after their town centre visits. However, consumers’ restricted access to dynamic information limits the scope, enjoyment and quality of their town centre experience. The lack of free and consistent Wi-Fi in town centres is but one barrier to successful multichannel experiences, resulting in a fragmented physical and virtual customer experience. |
| format | Default Conference proceeding |
| id | rr-article-9499856 |
| institution | Loughborough University |
| publishDate | 2017 |
| record_format | Figshare |
| spelling | rr-article-94998562017-01-01T00:00:00Z The role of digital in the town centre experience Cathryn Hart (1256832) Fiona Ellis-Chadwick (1248414) Iftakar Haji (7198385) Other commerce, management, tourism and services not elsewhere classified Customer experience Digital Town centre Multichannel Omnichannel Business and Management not elsewhere classified To date, omnichannel activity is studied between consumers and an individual retail brand or within a single retail setting, whereas consumer search activity and customer shopping journeys regularly involve multiple brands and multiple channels, both offline or online. This is particularly important for consumer choice consideration of a retail channel and shopping location. Town centres have been impacted visibly by the growth of online shopping resulting in reduced footfall and store vacancies. However, scope exists for an integrated digital high street to deliver an enhanced, seamless customer experience. While individual brands and major retail organizations are developing their digital capabilities, similar evidence is scarce for retail agglomerations and town centres. This paper seeks to explore the role of digital in the town centre customer experience. Specifically, the research examines consumers’ attitudes and behaviours regarding the use of digital in town centre journeys. To achieve this objective, a multi-method research approach involving focus groups, diaries and telephone interviews is developed to capture in-depth understanding of the factors that encourage or disrupt consumer town centre experiences. The research draws from a combined sample of 234 respondents. The empirical findings reveal respondents use digital channels for various purposes before, during and after their town centre visits. However, consumers’ restricted access to dynamic information limits the scope, enjoyment and quality of their town centre experience. The lack of free and consistent Wi-Fi in town centres is but one barrier to successful multichannel experiences, resulting in a fragmented physical and virtual customer experience. 2017-01-01T00:00:00Z Text Conference contribution 2134/26124 https://figshare.com/articles/conference_contribution/The_role_of_digital_in_the_town_centre_experience/9499856 CC BY-NC-ND 4.0 |
| spellingShingle | Other commerce, management, tourism and services not elsewhere classified Customer experience Digital Town centre Multichannel Omnichannel Business and Management not elsewhere classified Cathryn Hart Fiona Ellis-Chadwick Iftakar Haji The role of digital in the town centre experience |
| title | The role of digital in the town centre experience |
| title_full | The role of digital in the town centre experience |
| title_fullStr | The role of digital in the town centre experience |
| title_full_unstemmed | The role of digital in the town centre experience |
| title_short | The role of digital in the town centre experience |
| title_sort | role of digital in the town centre experience |
| topic | Other commerce, management, tourism and services not elsewhere classified Customer experience Digital Town centre Multichannel Omnichannel Business and Management not elsewhere classified |
| url | https://hdl.handle.net/2134/26124 |