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Consumer Experience and its Rethinking in the Digital World

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  • Violeta Peteva

    (University of Economics - Varna, Varna, Bulgaria)

Abstract

Companies must focus on the consumer experience in order to be competitive in today's highly dynamic environment. The core products, with their high quality and service, can no longer provide a competitive advantage in the market. In the fast-growing experience economy, consumers seek emotions, dreams, memories, sensations and symbolism that combine to create a compelling and lasting personal experience. The primary goal of modern omnichannel consumers is to combine the advantages of online and offline shopping in the most profitable way for them, while expecting a seamless and exciting experience. To offer such an experience, companies should apply an approach that is on the one hand high-tech and on the other - with a high degree of personal attention in service. Therefore, companies must use technological innovation and convergence between them, together with their highly skilled and motivated personnel. The article examines the emergence of the concept of "Consumer Experience" in the context of hedonic consumption and Pine and Gilmour's Experience Economy; the different realms of experience (education, entertainment, aesthetics and escapism); as well as their manifestations in modern retailing.

Suggested Citation

  • Violeta Peteva, 2022. "Consumer Experience and its Rethinking in the Digital World," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 11(2), pages 149-160, August.
    • Handle: RePEc:vra:journl:v:11:y:2022:i:2:p:149-160
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    References listed on IDEAS

    as
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    3. Violeta Peteva, 2021. "Transformations of the Marketing mix in Conditions of the New Digital Reality," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 10(3), pages 145-156, December.
    4. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    5. Havlena, William J & Holbrook, Morris B, 1986. "The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 394-404, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    consumer experience; hedonic consumption; experience economy; Marketing 5.0; omnichannel consumers; omnichannel retailing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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