Covid 19 has forced and accelerated an unavoidable shift in consumers’ consumption habits by exponentially increasing the use of online platforms to shop. However, the physical retail store is still the main touchpoint to create and strengthen the customer relationships. There is a unique opportunity for fashion retailers to further explore the concept of omnichannel retail strategy. Based on an interpretative qualitative case study approach, a new theoretical framework is proposed by considering customer education as a key aspect to consider and redefining the retail function.

Grassi, A., Arrigo, E. (2021). Customer education in the fashion retail store setting: Rethinking the retail function. In Proceedings of Academy of Marketing 2021 Annual Conference: Reframing Marketing Priorities.

Customer education in the fashion retail store setting: Rethinking the retail function

Arrigo, E
2021

Abstract

Covid 19 has forced and accelerated an unavoidable shift in consumers’ consumption habits by exponentially increasing the use of online platforms to shop. However, the physical retail store is still the main touchpoint to create and strengthen the customer relationships. There is a unique opportunity for fashion retailers to further explore the concept of omnichannel retail strategy. Based on an interpretative qualitative case study approach, a new theoretical framework is proposed by considering customer education as a key aspect to consider and redefining the retail function.
paper
Fashion Retailing, Store Retailing, Customer Education, Customer Retail Experience.
English
ACADEMY OF MARKETING CONFERENCE 2021: REFRAMING MARKETING PRIORITIES
2021
Doherty, A M; Kerrigan, F; O’Malley, L. (Eds.)
Proceedings of Academy of Marketing 2021 Annual Conference: Reframing Marketing Priorities
978-1-9196473-0-2
2021
none
Grassi, A., Arrigo, E. (2021). Customer education in the fashion retail store setting: Rethinking the retail function. In Proceedings of Academy of Marketing 2021 Annual Conference: Reframing Marketing Priorities.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/333000
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