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2021 | OriginalPaper | Buchkapitel

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

verfasst von : Giada Salvietti, Marco Ieva, Cristina Ziliani

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

Verlag: 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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Vorheriges Kapitel Luxury Fashion in the Chinese Marketplace and the New Online Channels: An Emerging Perspective

Nächstes Kapitel Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective

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Titel: Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing
verfasst von: Giada Salvietti
Marco Ieva
Cristina Ziliani
Verlag: Springer International Publishing
Buch: The Art of Digital Marketing for Fashion and Luxury Brands
Print ISBN: 978-3-030-70323-3

Electronic ISBN: 978-3-030-70324-0

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-70324-0_15