This paper aims to analyze the concept of customer experience in the marketing literature, identify its dimensions and applications in retail companies and integrate it with the…
Abstract
Purpose
This paper aims to analyze the concept of customer experience in the marketing literature, identify its dimensions and applications in retail companies and integrate it with the concepts of touchpoints and consumer journey; some correlated concepts, such as customer delight and engagement, are also clarified, and an example of best practice customer experience management, using the beauty product company Sephora as a reference is provided.
Design/methodology/approach
The case analysis was based on an examination of available public documents, such as press articles, case studies and the content of beauty blogs and social media (Facebook and YouTube) from 2014 to 2017; Sephora’s social media communities (Beauty Talk, The Glossy and Sephora TV); the company’s website and mobile application; and physical stores and Sephora Flash (a mix of a physical and digital store).
Findings
Four categories emerged from the analysis, namely, to provide an enhanced omni-channel shopping experience, to reward loyalty and to bond with customers, to promote social shopping experiences and to delight customers.
Practical implications
The study results provide retail managers important insights for maximizing customer experience across different touchpoints and throughout the whole journey to increase customer engagement and loyalty.
Originality/value
The paper provides clear theoretical and practical basis for customer experience management, based on an analysis of the concepts of customer experience, delight and engagement, as well as a case analysis of a company that excels in this area.
Details
Keywords
Clara Koetz and John Daniel Tankersley
The purpose of this paper is to analyze the characteristics of a subculture of consumption organized toward a nostalgic brand on a social media platform. More specifically, the…
Abstract
Purpose
The purpose of this paper is to analyze the characteristics of a subculture of consumption organized toward a nostalgic brand on a social media platform. More specifically, the authors examine the role of these nostalgic feelings in the development of a community identity and the benefits they promote in the creation and perpetuation of this group.
Design/methodology/approach
The authors conducted a netnographic study to examine the case of Caloi 10 on Facebook. The data collection was carried out by following interactions among members of this community for seven months. Besides this, field observations and interviews were also considered in the analysis.
Findings
Four categories emerged from the analysis: Identity and nostalgia, the subculture’s ethos, consumption habits and hierarchical social structure. Nostalgia was shown to have a collective dimension, connecting the group around the brand, and positively affecting the ties between members and members and the brand.
Practical implications
On-line brand communities can be promoted to strengthen connections between consumers and a brand, and between consumers with each other. For that, it is important to understand the characteristics and specificities of these groups.
Originality/value
Few studies have dealt with the characteristics of brand communities in social media, as well as the role of nostalgia in these groups. This research fills these gaps, exploring aspects related to consumption as a way of transmitting symbolic meanings and expressing nostalgic feelings in on-line brand communities.
Details
Keywords
Taher Alkhalaf, Omar Durrah, Abdelbaset Queiri and Syed Haider Ali Shah
Frugal innovation (FI) is a mechanism companies use to create value from limited resources, aiming to meet the needs of a broad customer segment in emerging markets. This study…
Abstract
Frugal innovation (FI) is a mechanism companies use to create value from limited resources, aiming to meet the needs of a broad customer segment in emerging markets. This study investigates the impact of FI on sustainable development (SD) in Libya. Data from 112 employees of small and medium enterprises (SMEs) were analyzed using WarpPLS software and structural equation modeling. The findings indicate that while two factors – low cost of frugal innovation (LCFI) and creation of an ecosystem for frugal innovation (CEFI) – do not significantly affect SD, the core functions of frugal innovation (CFFI) significantly impact SD. This work is among the first empirical studies to explore business models for FI and their influence on SD in Libya, contributing to the theoretical and empirical literature on the topic.