Inspiration, interaction, efficiency and simplicity : 4 values that can be mobilized in store to improve the customer experience

The development of e-commerce is both a source of unprecedented competition for physical stores but also an opportunity to think about their commercial proposition. Creating a unique and memorable experience for their customers has become the major challenge for retailers today. Based on a literature review and customer interviews, this paper suggests four major values of shopping experience -simplicity, efficiency, inspiration and interaction -and their variations. Implications and guidelines are address to retailers willing to develop easily their experience offer.