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2021 | OriginalPaper | Chapter

15. Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing

Authors : Giada Salvietti, Marco Ieva, Cristina Ziliani

Published in: The Art of Digital Marketing for Fashion and Luxury Brands

Publisher: Springer International Publishing

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Abstract

This chapter will address the role of online customer experience and online touchpoints in the customer journey. First, Online and In-Store Customer Experience will be presented and discussed comparatively in order to highlight similarities and differences. Second, the chapter will focus on the role of online and offline touchpoints and their relationships with consumer attitudes and behaviours. Third, best practices and successful cases in fashion and luxury retailing will be discussed to analyse how best-in-class companies are managing online touchpoints. This analysis will offer insights to guide practitioners in developing a compelling Customer Experience, both online and in store, with the goal of achieving long-term customer loyalty.
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Metadata
Title
Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing
Authors
Giada Salvietti
Marco Ieva
Cristina Ziliani
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-030-70324-0_15