The customer experience in retail has changed fundamentally with the pandemic. Before, it was primarily stationary sales outlets that offered a convincing customer experience. This was largely due to elaborate shop design, inspiring product presentation and, in particular, personal advice. With the pandemic came the turning point. Fear of infection, mandatory masks and several lockdowns reduced the perceived experience to zero. Inevitably, many consumers are now looking for shopping experiences in online retail. Social media channels, live streaming and many other innovative approaches to online shops have greatly improved the online customer experience.
The diverse contributions from science and practice in the current issue are intended to show you how customer experience management in retail is rapidly changing and will continue to change in times of and after Corona. We wish you interesting read!
This text was released in German as the editorial of the current issue of Marketing Review St. Gallen with the topic “Conversational Commerce”. You can find the issue now in our shop.