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Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing

In: The Art of Digital Marketing for Fashion and Luxury Brands

Author

Listed:
  • Giada Salvietti

    (University of Parma)

  • Marco Ieva

    (University of Parma)

  • Cristina Ziliani

    (University of Parma)

Abstract

This chapter will address the role of online customer experience and online touchpoints in the customer journey. First, Online and In-Store Customer Experience will be presented and discussed comparatively in order to highlight similarities and differences. Second, the chapter will focus on the role of online and offline touchpoints and their relationships with consumer attitudes and behaviours. Third, best practices and successful cases in fashion and luxury retailing will be discussed to analyse how best-in-class companies are managing online touchpoints. This analysis will offer insights to guide practitioners in developing a compelling Customer Experience, both online and in store, with the goal of achieving long-term customer loyalty.

Suggested Citation

  • Giada Salvietti & Marco Ieva & Cristina Ziliani, 2021. "Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 365-395, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70324-0_15
    DOI: 10.1007/978-3-030-70324-0_15
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