Retail In-Store Customer Experience: A Survey

Running Head: MANAGEMENT 0
RETAIL MARKETING
Zara

MANAGEMENT 1
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. Zara is one of the prominent
brand operating under Inditex group and known for its disruption in the fashion retail
experience. Based on the understanding of the literature, necessary recommendations are also
presented to the Zara management team.

MANAGEMENT 2
Table of Contents
Introduction................................................................................................................................3
Context and Background............................................................................................................3
Literature review........................................................................................................................4
Zara In-store customer experience.............................................................................................5
Conclusion and Recommendations............................................................................................7
Reference List............................................................................................................................8