#2. # RETAIL EXPERIENCE AND THE ROLE OF IN STORE TECHNOLOGIES AND FASHION APPS Dr. Marta Blázquez / Prof. Anthony Kent / Eva Schwarz

Online experience Social Media Store Experience Consumer Behaviour Transactional Interactional MY RESEARCH INTERESTS

THE RESEARCH Aim:  Omnichannel thinking: total integration and seamless shopping experience Development of online shopping with relevant effects on consumer behaviour  Physical store: evolving, part of a bigger and connected experience The role of technology: superior and integrated experience  Mobile Apps influence engagement, attitudes, purchase intention and cross- channel integration  Conceptual framework: Servicescapes, experiential theories, Verhoef et al.2009  Qualitative ethnography: observations (110) + in-depth interviews (25) Research background:  To categorize the dimensions in which physical and virtual merge in the physical store and to evaluate the role that mobile apps play in the shopping experience

 Mobile Apps THE RESULTS Screens: brand image, atmosphere, information. Technical store environment to meet visual expectations Advanced interative technologies: digital mirrors, tactile screens, denim bar Cross-channel capabilities: wifi, click’n’collect  Limited evidence of channel integration and the use of technology in physical stores  Different levels of technology No technologyTechnology for designTechnology to mergeTechnology as facilitator Differences luxury vs mass-market Consumers: preferred to website, hedonic and utilitarian purposes, cross-channel integration in store

RECOMMENDATIONS FOR PRACTICE Unique instore experienceIntegrated online experience Who are your customers? How are they? How do they interact with you? Then, retailers can chose the best strategy Necessary to ensure that the technology is relevant for consumers and that it works properly Hackett Chanel New Look Nike Town Burberry Technology: a mean to provide a superior and integrated shopping experience Add value to the role of smartphones in the physical store and promote the use of mobile apps: engaging, interactive, useful and personalised experience Face the challenge that mobile represents in the fashion industry

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