Digital Presence in Physical Shopping: From a “Benefit-Oriented Approach” to Successful Customer Engagement

Abstract

Customer-centric implementation means that in the course of implementation, the focus is on the target group of customers and we have to concentrate on their senses, i.e., multisensory communication with the customer. This communication must first and foremost be goal-oriented and also beneficial for the end customer. In addition, a holistic approach to implementation is necessary, which takes both the retailer and the end customer into account. This consideration must be applied to the entire customer journey, the individual customer touchpoints, the corresponding customer experiences and the customer engagements to be expected from them. In this chapter, this approach is explained using examples on the one hand and a proven consulting methodology on the other. The developed model makes it possible to develop multisensory experiences in a simple and structured way in order to realize and operate successful, customer-centric implementations with meaningful embedding of technologies along the entire sales process.