...Angelo Bonfanti; Vania Vigolo; Virginia Vannucci; Federico Brunetti Purpose This study focuses on memorable customer shopping experience design in the sporting goods retail setting. It aims to identify the phygital customers' needs and expectations that are satisfied through in-store technologies...

... Sporting goods retailers Sport global brands Customer journey In-store technology For this study's theoretical sampling, multiple cases were employed in line with Yin's (2003) case study guidelines. Precisely, cases were consciously selected from data sources that met both the unfolding...

... imitation strategies as difficult as possible for competitors; and reaching a unique and differentiated positioning. The purpose of this paper is to explore whether and how store technology positively affects the customer experience in an omnichannel retail environment and if the early adoption of in-store...