interactive in——store technologies and customer experiencekey success factors in the fashion industry

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1、後舅大学万方数据硕士学位论文学校代码：10246学号：11210690729InteractiveIn—StoreTechnologiesandCustomer1’’’。’717SuccessFac!。theFashionExperience：KeyaccessactorsInashionIndustry-管理学院企业管理MatildeCalza指导教师：EricaCorbellini完成日期：March20141系业名院专姓万方数据TableofContentsntroduction⋯．．．⋯⋯．．．．⋯．．⋯．．⋯．．⋯．⋯．．⋯．⋯⋯⋯．．．⋯．⋯

2、．．⋯⋯．⋯．⋯．⋯．⋯⋯⋯．．．⋯．⋯⋯．．．．⋯．⋯．⋯⋯⋯8Chapter1：iheNewRetailDynamic⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．111．1IntroducingtheDigitalTransformation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．111．2GrowthofMobileSubscriptionsandDataConsumption⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．151．3TheNewConsumer：Connected，Technology-sawy，Knowledgeable⋯⋯⋯．171．

3、4C0nsequenCesandchallengesforphysicalretailers⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．191．5Theimportanceofthephysicalstoreinthefashionindustry⋯⋯⋯⋯⋯⋯⋯⋯．．20Chapter2：TheImportanceofCustomerExperience⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯222．1TheCreationofaSuperiorCustomerExperience⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯222．2DifferentManagerialApproachesto

4、Experience：anoverviewontheprincipalIiterature⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．⋯．．⋯⋯⋯⋯．．：142．3Theimportanceof“Experience”inthepurchasingprocess：the“ShoppingExperience”⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯．．⋯．．⋯⋯⋯⋯⋯．．252．4FrOmRe—enchantmentofConsumptiontotheRe．enchantmentofRetailin

5、g272．5Customerexperienceandin-storetechnologies：anoverviewofthecurrentliterature⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯28Chapter3：InteractiveIn-StoreTechnologies⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．313．1Introducingthedifferenttypesofinteractivetechnologies⋯⋯⋯⋯⋯⋯⋯⋯．313．1．1RadioFrequencyIdent

6、ification(RFID)⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯323．1．2DigitalSignage⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．333．1．3AugmentedReality⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯343．1．4VirtuaIMirror⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．3．53．1．5InteractiveKiosks⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．⋯⋯⋯⋯⋯⋯363．1．6InteractiveWindows⋯

7、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．37Chapter4：Theexploitationofinteractivein—storetechnologiesinthefashionindustry：methodologyandresults⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯384．1ResearchMethodology⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯384．2Analysisoftheresults⋯⋯．．⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯．⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯．．

8、392万方数据4．2．1Clusteringtheanalysedsample⋯