Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276011 
Year of Publication: 
2018
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 35 [Issue:] 6 [Year:] 2018 [Pages:] 34-41
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Increasingly seizing the opportunities digitalisation offers, physical retail agglomerations such as city centres, shopping centres and High Streets draw on digital applications to elevate customer experiences. From a marketing perspective, the challenge lies in finding and implementing those types of digital applications that consumers find both useful and easy to use. Based on a series of qualitative interviews with shoppers, this article provides a guide to the management of retail agglomerations to successfully digitise their customers' shopping experience.
Document Type: 
Article

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