Abstract
A novel omnichannel service concept was developed and
piloted in the context of everyday retail service
environment. A starting point for the new service was a
need to provide the customers of a small rural retail
store with wider selection of goods through integrating
web shopping interface to the store's service processes.
One of the driving design principles was to achieve a
seamless service experience by a fusion of web and
physical retail channels. The findings from the case
study were analysed from the viewpoint of store customers
and personnel. Over half of the interviewed customers
stated they were likely to use the novel retail service
in the future. Previous experience with online shopping
appeared to have a direct, positive effect on the
customers' willingness to adopt the service into use. The
hands-on demonstration was proved to be an advantageous
way for introducing the novel service to potential users.
Personnel's attitudes towards the service concept were in
general enthusiastic and positive; however the service
also invoked some initial concerns mostly related to
additional work load. The personnel also clearly
appreciated the positive effects of the new service on
the store and customers.
Original language | English |
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Title of host publication | The 27th Bled eConference eEcosystems |
Subtitle of host publication | Research Volume |
Publisher | Fakulteta za organizacijske vede Kranj, Založba Moderna organizacija |
Number of pages | 16 |
ISBN (Print) | 978-9-6123-2276-2 |
Publication status | Published - 2014 |
MoE publication type | A4 Article in a conference publication |
Event | 27th Bled eConference : eEcosystems - Bled, Slovenia Duration: 1 Jun 2014 → 5 Jun 2014 Conference number: 27 |
Conference
Conference | 27th Bled eConference |
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Country/Territory | Slovenia |
City | Bled |
Period | 1/06/14 → 5/06/14 |
Keywords
- retail
- case study
- digital service
- omnichannel
- brick-and-mortar store
- Web stores
- customer experience