ПОТРЕБИТЕЛСКОТО ИЗЖИВЯВАНЕ И НОВИТЕ ТЕХНОЛОГИИ В РИТЕЙЛИНГА
CONSUMER EXPERIENCE AND THE NEW TECHNOLOGIES IN RETAILING

Author(s): Violeta Peteva Laskova
Subject(s): Economy, Business Economy / Management, ICT Information and Communications Technologies
Published by: Икономически университет - Варна
Keywords: consumer experience; omnichannel consumer experience; omnichannel retailing; Commerce 5.0; personalization; artificial intelligence (AI)
Summary/Abstract: In today's highly dynamic environment, the role and importance of consumer experience is growing significantly. The core products, with their high quality and service, can no longer provide a competitive advantage in the market. Nowadays consumers seek emotions, dreams, memories, sensations and symbolism that combine to create a compelling and lasting personal experience. The primary goal of modern omnichannel consumers is to combine the advantages of online and offline shopping in the most profitable way for them, while expecting a seamless and exciting experience. To offer such an experience, companies should apply an approach that is on the one hand high-tech and on the other – with a high degree of personal attention in service. Therefore, companies must use technological innovation and convergence between them, together with their highly skilled and motivated personnel. The article examines the importance of the concept of “Consumer Experience”, as well as the new technologies and their manifestations in modern retailing.

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