Retail customer experience
Tamira King and Hugh WilsonCranfield School of Management
Dr Tamira King and Professor Hugh Wilson of Cranfield School of Management describe how retailers can differentiate on customer experience.
In today's aggressive retail climate and with a squeeze on consumer spending, a strong positioning on customer experience can make the difference between success and failure in retail.
Advertising, buying and a low cost base are all vital in attracting shoppers. But another crucial factor for improving customer footfall is managing the overall customer experience. Research consistently shows that the same six things matter to customers when assessing...