Enriching everyday experience with a digital service: Case study in rural retail store

Mari Ervasti, Minna Isomursu, Satu-Marja Mäkelä

    Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

    4 Citations (Scopus)


    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 languageEnglish
    Title of host publicationThe 27th Bled eConference eEcosystems
    Subtitle of host publicationResearch Volume
    PublisherFakulteta za organizacijske vede Kranj, Založba Moderna organizacija
    Number of pages16
    ISBN (Print)978-9-6123-2276-2
    Publication statusPublished - 2014
    MoE publication typeA4 Article in a conference publication
    Event27th Bled eConference : eEcosystems - Bled, Slovenia
    Duration: 1 Jun 20145 Jun 2014
    Conference number: 27


    Conference27th Bled eConference


    • retail
    • case study
    • digital service
    • omnichannel
    • brick-and-mortar store
    • Web stores
    • customer experience


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