КОНЦЕПТУАЛНА РАМКА НА СТРАТЕГИЯТА ЗА ПОТРЕБИТЕЛСКИ ПРЕЖИВЯВАНИЯ В РИТЕЙЛИНГА
CONCEPTUAL FRAME OF CONSUMER EXPERIENCE STRATEGY IN RETAILING

Author(s): Dancho Danchev
Subject(s): Economy, Business Economy / Management
Published by: Икономически университет - Варна
Keywords: experiential marketing; customer experiences; customer experience management; customer experience strategy
Summary/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.

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