Delivering Customer Value through Store Experience: An Empirical Study

Abstract

Digital transformation of retail industry has made it challenging for the retailers to attract and retain customers in physical store.Retailers are focusing on customer value through shopping experience. Present study has been carried out to understand the components of shopping experience to the customers in retail stores. Application of factor analysis has come up with eight factors delivering customer experience. Further a significant difference in perceptiontowardsfactors of retail shopping experience based on demographic characteristics has been observed statistically. Retailers need to undertake innovative strategies orchestrating with digital aids to improve shopping experience, footfalls and sales to sustain in competition and deliver customer value in true sense.

Keywords- Retail Shopping Experience, Consumer Demography, Perceptions, Customer Value