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Conceptual Frame Of Consumer Experience Strategy In Retailing

Author

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  • Dancho Danchev

    (University of Economics – Varna, Bulgaria)

Abstract

The conceptual framework of consumer experience strategy in retail business from the perspective of experiential marketing is under consideration. The prerequisites for the emergence of this concept, the essence and various aspects of the consumer experience, as well as the peculiarities of the management of experiences in retailing are clarified. The steps involved in constructing and implementing a customer experience strategy in commercial organizations are reviewed. Some theoretical and practical difficulties, barriers and challenges regarding the creation and implementation of the customer experience strategy are indicated.

Suggested Citation

  • Dancho Danchev, 2023. "Conceptual Frame Of Consumer Experience Strategy In Retailing," Conferences of the department "Economics and Management of Trade", Publishing house "Science and Economics" Varna, issue 1, pages 34-46.
    • Handle: RePEc:vrn:commdh:y:2023:i:1:p:34-46
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    More about this item

    Keywords

    experiential marketing; customer experiences; customer experience management; customer experience strategy;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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