Title: Customer journey in fashion industry: online or offline

Authors: Raquel Tapadinhas; Leandro Pereira; João Geraldes; Rui Gonçalves; Álvaro Dias; Renato Lopes da Costa

Addresses: ISCTE Business School, Av das Forças Armadas, 1649-026 Lisbon, Portugal ' BRU-Business Research Unit, ISCTE – Instituto Universitário de Lisboa, 1649-026 Lisbon, Portugal ' PIAGET Almada, LabEST, Avenida Jorge Peixinho, n.º30, Quinta da Arreinela, 2805-059 Almada ' PIAGET Almada, LabEST, Avenida Jorge Peixinho, n.º30, Quinta da Arreinela, 2805-059 Almada ' Universidade Lusófona de Humanidades e Tecnologias, ISCTE – Instituto Universitário de Lisboa, Campo Grande 376, 1749-024 Lisboa, Lisbon, Portugal ' Business Research Unit – BRU-IUL, ISCTE – Instituto Universitário de Lisboa, 1649-026 Lisbon, Portugal

Abstract: 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: 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 must choose between the two channels in the fashion industry. 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. It used a qualitative methodology based on a set of interviews that provide results using content and cluster analysis. The main findings indicate that sensory elements are essential when customers want to purchase a clothing item and that is one of the reasons that customers, in general, prefer to purchase offline.

Keywords: customer journey; customer experience; digital customer experience; in-store experience; online vs. offline; fashion industry.

DOI: 10.1504/IJSOI.2022.126327

International Journal of Services Operations and Informatics, 2022 Vol.12 No.2, pp.87 - 118

Received: 01 Dec 2021
Accepted: 18 Mar 2022
Published online: 20 Oct 2022 *

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