publication . Bachelor thesis . 2017

Experiential Marketing and Customer Experience - How apparel stores build customer experience and interaction using in-store touchpoints

Nyberg, Emma; Soini, Mathias;
Open Access English
  • Published: 01 Jan 2017
  • Publisher: Högskolan i Jönköping, Internationella Handelshögskolan
  • Country: Sweden
Abstract Purpose:The purpose of this study is to explore in-store touchpoints that help creating a positive customer experience in apparel stores. The aim of this thesis is to provide further insight that may be used for implementation of experiential marketing in stores.   Problem:As e-commerce channels are gaining more customers to the detriment of brick and mortar stores, the authors of this thesis believe it is relevant to study what apparel stores can do to enhance their customer experience. There is substantial research done on customer experience but not as much on the combination of touchpoints in-store and how that connects to customer experience. This ...
free text keywords: Experiential Marketing, Customer Experience, Touchpoints, Apparel stores, Sensory marketing, Economics and Business, Ekonomi och näringsliv
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