Customer journey: Online versus offline in fashion industry
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/24940 |
Resumo: | Technological improvements are allowing the development of the customer experience both online and offline, and the purpose is to create a better experience. Nowadays, customers can decide to purchase products/ services in two different ways, i.e., online or offline. The online experience has been changing the way companies reach the customer, while in-store experience is the traditional way of purchasing. This study analyses the customer journey and the most important attributes when the customer wants to purchase a product and has to choose between the two channels in the fashion industry, in Portugal. It is important to understand why customers choose a channel instead of the other one, and if the combination of the two channels can improve customer experience. The fashion industry is very competitive; therefore it is necessary to constantly innovative and integrate both channels, with the use of technologies, such as virtual reality. In this industry, sensory elements are crucial, and it is necessary that these elements are also present in the online channel. Can the combination of online and offline channels be the best option for customers with the help of technology? Interviews were conducted and a qualitative analysis was carried out. The main findings indicate that sensory elements are essential when customers what to purchase a clothing item and that is one of the reasons that customers, in general, prefer to purchase offline. Moreover, using new technologies to bring the two channels together seems to be a good option. |
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Customer journey: Online versus offline in fashion industryCustomer journeyCustomer experienceDigital customer experienceIn-store experienceOnline versus offlineFashion industryJornada do consumidorExperiência do consumidorExperiência digital do consumidorExperiência em lojaIndústria da modaTechnological improvements are allowing the development of the customer experience both online and offline, and the purpose is to create a better experience. Nowadays, customers can decide to purchase products/ services in two different ways, i.e., online or offline. The online experience has been changing the way companies reach the customer, while in-store experience is the traditional way of purchasing. This study analyses the customer journey and the most important attributes when the customer wants to purchase a product and has to choose between the two channels in the fashion industry, in Portugal. It is important to understand why customers choose a channel instead of the other one, and if the combination of the two channels can improve customer experience. The fashion industry is very competitive; therefore it is necessary to constantly innovative and integrate both channels, with the use of technologies, such as virtual reality. In this industry, sensory elements are crucial, and it is necessary that these elements are also present in the online channel. Can the combination of online and offline channels be the best option for customers with the help of technology? Interviews were conducted and a qualitative analysis was carried out. The main findings indicate that sensory elements are essential when customers what to purchase a clothing item and that is one of the reasons that customers, in general, prefer to purchase offline. Moreover, using new technologies to bring the two channels together seems to be a good option.As melhorias tecnológicas têm vindo a permitir o desenvolvimento da experiência do consumidor tanto online como offline e o objetivo é criar uma melhor experiência. Hoje em dia, os consumidores podem decidir comprar produtos/ serviços de duas formas diferentes, ou seja, online ou offline. A experiência online tem vindo a mudar a forma como as empresas chegam ao consumidor, enquanto que a experiência em loja é a forma tradicional de compra. Este estudo analisa a jornada do consumidor e os atributos mais importantes quando o consumidor quer comprar um produto e tem de escolher entre os dois canais na indústria da moda, em Portugal. É importante entender porque é que o consumidores escolhem um canal ao invés do outro e se a combinação dos dois canais pode melhorar a experiência do consumidor. A indústria da moda é muito competitiva; portanto é necessário inovar constantemente e integrar ambos os canais, com o uso de tecnologias, como a realidade virtual. Nesta indústria, os elementos sensoriais são cruciais e é necessário que esses elementos também estejam presentes no canal online. A combinação dos canais online e offline, com a ajuda da tecnologia, poderá ser a melhor opção para os consumidores? Foram feitas entrevistas e realizada uma análise qualitativa. As principais conclusões indicam que os elementos sensoriais são essenciais quando os consumidores desejam comprar uma peça de roupa e, esse é um dos motivos pelos quais os consumidores, em geral, preferem comprar offline. Adicionalmente, o uso de tecnologias para aproximar os dois canais parece ser uma boa opção.2022-04-01T10:47:25Z2021-12-20T00:00:00Z2021-12-202021-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/24940TID:202943682engTapadinhas, Raquel Filipa Duarteinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:37:22Zoai:repositorio.iscte-iul.pt:10071/24940Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:17:02.993349Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Customer journey: Online versus offline in fashion industry |
title |
Customer journey: Online versus offline in fashion industry |
spellingShingle |
Customer journey: Online versus offline in fashion industry Tapadinhas, Raquel Filipa Duarte Customer journey Customer experience Digital customer experience In-store experience Online versus offline Fashion industry Jornada do consumidor Experiência do consumidor Experiência digital do consumidor Experiência em loja Indústria da moda |
title_short |
Customer journey: Online versus offline in fashion industry |
title_full |
Customer journey: Online versus offline in fashion industry |
title_fullStr |
Customer journey: Online versus offline in fashion industry |
title_full_unstemmed |
Customer journey: Online versus offline in fashion industry |
title_sort |
Customer journey: Online versus offline in fashion industry |
author |
Tapadinhas, Raquel Filipa Duarte |
author_facet |
Tapadinhas, Raquel Filipa Duarte |
author_role |
author |
dc.contributor.author.fl_str_mv |
Tapadinhas, Raquel Filipa Duarte |
dc.subject.por.fl_str_mv |
Customer journey Customer experience Digital customer experience In-store experience Online versus offline Fashion industry Jornada do consumidor Experiência do consumidor Experiência digital do consumidor Experiência em loja Indústria da moda |
topic |
Customer journey Customer experience Digital customer experience In-store experience Online versus offline Fashion industry Jornada do consumidor Experiência do consumidor Experiência digital do consumidor Experiência em loja Indústria da moda |
description |
Technological improvements are allowing the development of the customer experience both online and offline, and the purpose is to create a better experience. Nowadays, customers can decide to purchase products/ services in two different ways, i.e., online or offline. The online experience has been changing the way companies reach the customer, while in-store experience is the traditional way of purchasing. This study analyses the customer journey and the most important attributes when the customer wants to purchase a product and has to choose between the two channels in the fashion industry, in Portugal. It is important to understand why customers choose a channel instead of the other one, and if the combination of the two channels can improve customer experience. The fashion industry is very competitive; therefore it is necessary to constantly innovative and integrate both channels, with the use of technologies, such as virtual reality. In this industry, sensory elements are crucial, and it is necessary that these elements are also present in the online channel. Can the combination of online and offline channels be the best option for customers with the help of technology? Interviews were conducted and a qualitative analysis was carried out. The main findings indicate that sensory elements are essential when customers what to purchase a clothing item and that is one of the reasons that customers, in general, prefer to purchase offline. Moreover, using new technologies to bring the two channels together seems to be a good option. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-20T00:00:00Z 2021-12-20 2021-10 2022-04-01T10:47:25Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/24940 TID:202943682 |
url |
http://hdl.handle.net/10071/24940 |
identifier_str_mv |
TID:202943682 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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