Customer Journey in the Concept Store: An Analysis of Touchpoints and Journey Integration

Abstract: Date: May 15, 2023 Keywords: customer experience, customer journey, customer touchpoints, concept store, journey integration dimensions Project Purpose: The following study aims to enhance understanding of how customers experience different touchpoints within the concept store throughout each stage of the customer journey, as well as, explore existing and new dimensions of the customer journey integration. Theoretical Framework: The following study adopts the theory of customer journey since it helps to understand what touchpoints customers interact with throughout each stage of their journey that helps to shape their experiences. Methodology: The philosophical approach for the following study is interpretivism ontology and social constructionism epistemology. The following study also adopts a qualitative research method and abductive approach. As a part of the qualitative research, the authors conducted in-depth semi-structured interviews and have chosen three types of non-probability sampling methods, namely purposive, convenience, and snowball sampling. The sample size includes 1 location (IKEA Hammersmith store in the UK) and 19 people, between the ages 19 and 57. Empirical data: This thesis presents empirical data divided into three stages of the customer journey: pre-purchase, purchase, and post-purchase. The analysis focuses on customers' experiences with different touchpoints and journey integrations within the concept store throughout each stage. Conclusions: The findings have shown both contradicting and supporting results in relation to the previous studies on customer experiences throughout the customer journey. The results of the study have both theoretical and practical implications, which help us better comprehend the consumer journey. By emphasizing the most significant and relevant touchpoints and touchpoint integrations that customers experience, the newly adapted version of the customer journey in relation to the concept store contributes to the theory of the customer journey. Additionally, retailers can improve customer experiences and satisfaction in concept stores by putting a priority on convenience, streamlined advertising techniques, providing various product assortments, leveraging technology, ensuring customer satisfaction, and taking touchpoint integration dimensions into account.