Shopping as a “networked experience”: an emerging framework in the retail industry

Pantano, Eleonora and Gandini, Alessandro (2018) Shopping as a “networked experience”: an emerging framework in the retail industry. International Journal of Retail & Distribution Management, 46 (7) . pp. 690-704. ISSN 0959-0552 [Article] (doi:10.1108/ijrdm-01-2018-0024)

Abstract

Purpose
The purpose of this paper is to devise a comprehensive framework of the emergent shopping experience as the result of the combination of store access and the use of communication technologies, particularly social media.

Design/methodology/approach The paper builds on a set of 20 semi-structured interviews to London-based young consumers aged 18-23 and adopts an exploratory approach aimed at understanding the broad relationship between retailing and social media use.

Findings
The findings highlight how an intensive use of social media and digital communication technologies emerges as an integral part of the shopping experience inside and outside the store.

Research limitations/implications
Drawing upon the notion of the “experience economy,” scholars and practitioners are actually pushed to reconsider the role of traditional shopping as in-store experience that is evolving fast as an effect of the continuous progress into communication technologies. This concept contributes to knowledge development by linking research in retail with work in the area of consumer culture.

Practical implications
Marketers and retailers should consider that the shopping experience is no longer limited to the physical point of sale. This means that retailers should be able to provide a shopping experience that is natively networked.

Originality/value
The authors identify the emerging “networked experience” of shopping, which derives from the consumers’ widespread usage of new communication technologies to collect information, their willingness to share part of this information with others, while creating new digitally mediated relationships with retailers.

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