Creating memorable customer experience : The case for vintage E-tailers of apparel and fashion pieces

Abstract: Owing to technological development, companies want to transmit a memorable customer experience to their customer in order to enhance their competitive advantage. The purpose of this thesis is twofold - (1) to explore how E-tailers of vintage are working to create memorable online customer experiences and (2) to identify the challenges vintage E-tailers face whilst trying to create these experiences. Earlier research focusing on consumer experience within an online setting was used as a theoretical framework. Semi-structured interviews with eight successful companies, all working with selling vintage online was conducted, and conclusions using thematic analysis were drawn. The findings showed that the most important factors were unique and wide assortment, establishing trust, and adequate communication. The study also shows that the main challenges are related to the complex assortment and its growth, as well as the consumer attitudes. In contrast to the current literature, this study shows that the utilitarian feature is not important and it is something that the customers take for granted. The hedonic features are perceived as being of higher importance. A suggested framework of how to create memorable customer experiences in the context of vintage is also constructed.