Retail In-Store Customer Experience: A Survey

MANAGEMENT 3 Running Head: MANAGEMENT 0 RETAIL MARKETING Zara RETAIL MARKETING Zara Executive Summary The way customers shop is rapidly changing and it presented various opportunities to the retailers to develop personalised customer engagement for driving sales and customer loyalty. Managing customer loyalty through the retail channel and stores has become the paramount importance and this report outlines the retail in-store customer experience of Zara together with the literature review on the concept of retail experience. Introduction 3 Context and Background 3 Literature review 4 Zara In-store customer experience 5 Conclusion