How to Enhance Customer Experience in Retail: Investigations Through a Case Study

In the last years Customer Experience (CX) has become a novel approach to obtain a competitive advantage for numerous companies. The complexity of interactions among the customer, the physical environment, the company's employees, the product and/or related services requires transdisciplinary methods and tools from marketing, engineering, human resources and culture, technology, organization, management and phycology. The present papers aims to provide an overview of what Customer Experience is, how it can be used to design the meaningful touchpoints between the customer and the company and propose a CX-oriented strategy to design them in stores. Some interesting insights are discussed thanks to experiments performed in a real test case.