The main new driver of customer experience in Grocery retail - the Fresh opportunity

Abstract

The main challenge of a modern retailer is how to delight customers with fresh products without risking profitability. To compete effectively, businesses must focus on the customer's shopping experience. To manage a customer's experience, retailers should understand what “customer experience” actually means. Customer experience includes every point of contact at which the customer interacts with the business, product, or service. Customer experience management represents a business strategy designed to manage the customer experience. This paper presents the results of a marketing research study conducted for reviewing the perception versus reality of customer experience delivery in fresh products and product availability.