Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys |
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| Institution: | 1. E-Marketing and Social Media Department, King Talal School of Business Technology, Princess Sumaya University for Technology, P.O. Box: 1438, Zip code: 11941, Jordan;2. Marketing and Retailing Department, School of Business and Economics, Loughborough University, LE11 3TU, UK;1. Ehrenberg-Bass Institute, UniSA Business, University of South Australia, City West Campus Level 4, Yungondi Building, North Terrace Adelaide, SA 5000, Australia;2. Massey University, Auckland, New Zealand;1. School of Industrial Engineering, College of Engineering, University of Tehran, Iran;2. School of Business and Economics, RWTH Aachen University, Aachen, Germany;3. Centre for Research in Sustainable Supply Chain Analytics, Rowe School of Business, Dalhousie University, Halifax, NS, Canada;1. Sauder School of Business, University of British Columbia (UBC), Vancouver, British Columbia, V6T 1Z2, Canada;2. Rowe School of Business, Dalhousie University, Halifax, NS, B3H 4R2, Canada;1. Stephen F. Austin State University, United States;2. University of Kentucky, United States;3. The Pennsylvania State University Abington, United States;1. Faculty of Economics and Business Administration, Ruppin Academic Center, Emek Hefer, 4025000, Israel;2. Paris School of Business, France |
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| Abstract: | Patronage in town centres has been fluctuating over the past few years, indicating that consumers are buying elsewhere in pursuit of better and more fulfilling shopping experiences. This is concerning as patronage is considered an indicator of high streets vitality and viability. To help understand the changing patterns of patronage, especially related to the growth in online retail spending, this study sheds light on key touchpoints that influence the town centre shopping experience. Using the customer journey framework and drawing insights from datasets of two central UK regions, we provide new contribution to town centre research by capturing significant and specific physical and digital touchpoints in the town centre shopping journey, thus developing our understanding of the determinants of the town centre shopping experience. Consequently, this work provides recommendations for town centre management to help improve town centre patronage by developing customers’ experience with shopping-specific touchpoints. |
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| Keywords: | Shopping experience Customer experience Customer journey Patronage Town centre |
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