Change in technology-enabled omnichannel customer experiences in-store

This paper explores changes in technology enabled omnichannel customer experiences in stores over a five-year period. It contributes to the literature of omnichannel experience management through customer technology-enabled touchpoints within fashion retail. Adopting an exploratory qualitative approach, primary data was obtained using semi-structured interviews with millennial consumers. The findings demonstrate the growing importance of implementing and integrating consumer-facing in-store technologies to improve customer experience. From these, two models are developed, Technology Induced Experience and Technology Enabled Customer Shopping Journey.