Experiência e engajamento do cliente
作者： Delane Botelho , Leandro Angotti Guissoni , None
DOI: 10.1590/S0034-759020200102
关键词: Analytics 、 Omnichannel 、 Advertising 、 Sociology 、 Big data 、 Online and offline 、 Customer engagement 、 Customer relationship management 、 Consumer behaviour 、 Shopper marketing
摘要: The 11th Latin American Retail Congress (Congresso Latino-Americano de Varejo [CLAV]) conducted at Escola Administracao Empresas Sao Paulo da Fundacao Getulio Vargas (FGV EAESP) on October 25 and 26, 2018, aimed to connect the frontier of academic literature with practical issues related retail, through theme “Engaging interactive shopper experience.” This was selected due its relevance in terms theory practice integrative character because it combines various topics, such as consumer behavior, big data retail analytics, experience, engagement, customer relationship management, marketing, omnichannel. discussion included role retailers providing an engaging experience for consumers shoppers throughout journey how they respond experience. term “customer journey” refers process which buyer is provided across all stages touchpoints. (Lemon & Verhoef, 2016). Changes technology have customers several touchpoints regarding media, channels, online offline devices their purchase journeys. Retailers attempt provide different levels experience—rational, emotional, physical, sensory (Smith, Bolton, Wagner, 1999; Verhoef et al., 2009)—for company make more valuable aim at engagement direct indirect contributions (Kumar 2010; Venkatesan, Petersen, Guissoni, 2017).
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