Do they see eye to eye? Managing customer experience in phygital high-tech retail

Author:

Pusceddu GianlucaORCID,Moi LudovicaORCID,Cabiddu FrancescaORCID

Abstract

PurposeThis paper aims to empirically investigate the typologies of phygital (synaeresis of “physical” and “digital”) customer experiences (CXs) that can arise in high-tech retail based on the intensity of consumers' responses and reactions to the stimuli triggered by firms. Moreover, it explores how firms attempt to shape the architecture of the phygital CXs. Notably, this article identifies the flexible and agile strategies implemented by firms to enhance the several typologies of phygital CXs, with the intention of better exploiting physical and digital features to respond to the differences in customers' needs, preferences and expectations.Design/methodology/approachThis study performs an in-depth exploratory single-case study based on semi-structured interviews with the customers, managers and employees of the Webidoo Store.FindingsThis study develops a framework illustrating the main typologies of ordinary (“hostile”, “controversial” and “disappointing”) and extraordinary (“passionate” and “explorative”) CXs that can arise in phygital contexts. Also, it identifies some key flexible and agile strategies (“decompressive strategy”, “mentoring strategy”, “prompting strategy” and “entertaining strategy”) that companies might follow to adjust their offerings and respond quickly to the different forms of phygital CXs to create a more compelling experience tailored to customers' needs, preferences and expectations.Research limitations/implicationsAmong the study's limitations are the single-case study methodology and a specific setting like the Italian one. As a result, future studies could broaden the study to include other research contexts and countries. The paper offers significant managerial insights based on the many forms of CX across ordinary and extraordinary CXs. Thus, it provides critical takeaways for businesses to meet customer demand.Originality/valueThis paper analyzes the different typologies of ordinary and extraordinary CXs that could occur in phygital contexts based on the intensity of consumers' responses and reactions to firms' stimuli. Also, it explores how firms attempt to shape the architecture of the phygital CXs through flexible and agile strategies. From this paper, managers and decision-makers can reflect on successful strategies they could use to affect the stimuli to which customers respond in an agile manner, thus enhancing phygital CXs.

Publisher

Emerald

Subject

Management Science and Operations Research,General Business, Management and Accounting

Reference112 articles.

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2. Alexander, B. and Cano, M.B. (2019), “Futurising the physical Store in the omnichannel retail environment”, in Piotrowicz, W. and Cuthbertson, R. (Eds), Exploring Omnichannel Retailing, Springer, Cham, pp. 197-223.

3. Store of the future: towards a (re) invention and (re) imagination of physical store space in an omnichannel context;Journal of Retailing and Consumer Services,2020

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