Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys

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...

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Main Authors:	Majd AbedRabbo, Cathryn Hart, Fiona Ellis-Chadwick, Zeina AlMalak
Format:	Default Article
Published:	2021
Subjects:	Shopping experience Customer experience Customer journey Patronage Town centre Social Sciences Business Business & Economics RETAIL ATMOSPHERICS INTEGRATION QUALITY EXPERIENCE TOUCHPOINTS CONSUMERS FUTURE IMPACT Marketing Business and Management Tourism
Online Access:	https://hdl.handle.net/2134/17048825.v1
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id	rr-article-17048825
record_format	Figshare
spelling	rr-article-170488252021-09-25T00:00:00Z Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys Majd AbedRabbo (3375722) Cathryn Hart (1256832) Fiona Ellis-Chadwick (1248414) Zeina AlMalak (11738302) Shopping experience Customer experience Customer journey Patronage Town centre Social Sciences Business Business & Economics RETAIL ATMOSPHERICS INTEGRATION QUALITY EXPERIENCE TOUCHPOINTS CONSUMERS FUTURE IMPACT Marketing Business and Management Tourism 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. 2021-09-25T00:00:00Z Text Journal contribution 2134/17048825.v1 https://figshare.com/articles/journal_contribution/Towards_rebuilding_the_highstreet_Learning_from_customers_town_centre_shopping_journeys/17048825 CC BY-NC-ND 4.0
institution	Loughborough University
collection	Figshare
topic	Shopping experience Customer experience Customer journey Patronage Town centre Social Sciences Business Business & Economics RETAIL ATMOSPHERICS INTEGRATION QUALITY EXPERIENCE TOUCHPOINTS CONSUMERS FUTURE IMPACT Marketing Business and Management Tourism
spellingShingle	Shopping experience Customer experience Customer journey Patronage Town centre Social Sciences Business Business & Economics RETAIL ATMOSPHERICS INTEGRATION QUALITY EXPERIENCE TOUCHPOINTS CONSUMERS FUTURE IMPACT Marketing Business and Management Tourism Majd AbedRabbo Cathryn Hart Fiona Ellis-Chadwick Zeina AlMalak Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys
description	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.
format	Default Article
author	Majd AbedRabbo Cathryn Hart Fiona Ellis-Chadwick Zeina AlMalak
author_facet	Majd AbedRabbo Cathryn Hart Fiona Ellis-Chadwick Zeina AlMalak
author_sort	Majd AbedRabbo (3375722)
title	Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys
title_short	Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys
title_full	Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys
title_fullStr	Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys
title_full_unstemmed	Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys
title_sort	towards rebuilding the highstreet: learning from customers’ town centre shopping journeys
publishDate	2021
url	https://hdl.handle.net/2134/17048825.v1
_version_	1797729769877405696

Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys

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