Consumer Experience and its Rethinking in the Digital World
Consumer Experience and its Rethinking in the Digital World

Summary/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.

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