Figo researches: Digital Trends in Customer Experience
23.10.2019 / Expert Articles
Digitalisation is currently on everyone’s lips, and this, of course, also applies to the retail industry. There have been dynamic developments in the fields of e-commerce and online trading in recent years, and various technologies have established themselves on the market: webshops, digital payment, and automated goods logistics are among them. Yet, the topic of digital customer touchpoints in stationary retail – at least in Europe – is largely still uncharted territory, combined with the question of how these can increase the customer experience and make customer behaviour “measurable”.
Figo wants to be at the forefront here and undertake “pioneering work” and has thus been supporting a research project on “Customer Experience Measurement” at Heriot-Watt University Edinburgh and the Edinburgh Business School since the beginning of this year. Marketing Director Carina Gerards studied International Marketing Management with a major in Consumer Psychology in Scotland and did her master’s thesis on Customer Experience in Canada. She is currently working on her PhD thesis in addition to her work at Figo. The motivation of the company: “We always want to keep up with the latest trends in the business areas of shop design, construction planning, and project management, and offer our customers added value with digital solutions,” explains Heinz Jürgen Dohrmann (Managing Partner of Figo GmbH). “We are thus supporting Carina in her PhD thesis and hope that the research project will provide us with important know-how on topics such as omnichannel, the measurement of customer experience, and the symbiotic relationship between offline and online trading.”
Figo will regularly report on interesting trends and results from the research project in their own e-mail newsletter. So, it’s all about Japan in the next issue: During a research project there, Carina took a closer look at the local retail market, spoke to residents, and tested the latest tech trends.
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