In the omnichannel era delivering a great customer experience is a priority for retailers. Assessing the customer journey phases is key to provide shoppers with a unique experience. Using a multimethod approach for customer journeys analysis in two grocery stores, elements that contribute to an enhanced customer experience are identified.
Enhancing the grocery customer experience: the role of technology and human interaction / M. Grosso, G. Miniero, S. Castaldo. ((Intervento presentato al convegno Global Marketing Conference : 24-27 july tenutosi a Hong Kong nel 2025.
Enhancing the grocery customer experience: the role of technology and human interaction
G. MinieroSecondo
;
2025
Abstract
In the omnichannel era delivering a great customer experience is a priority for retailers. Assessing the customer journey phases is key to provide shoppers with a unique experience. Using a multimethod approach for customer journeys analysis in two grocery stores, elements that contribute to an enhanced customer experience are identified.
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