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.