Understanding retail experiences and customer journey management. Grewal & Roggeveen, 2020. Journal of Retailing.


Customer journey management (CJM) and understanding the role of customer experiences at each stage of the journey is of paramount importance to retailers and manufacturers to survive and thrive in this technology intensive environment. In this special issue we have focused on the following themes: the role of technology, the importance of social, cultural and political factors, and the role of retail environment, numeric information, merchandise, and packaging. We also highlight that the customer journey can be both looping and nonlinear in nature and involves cognitive, emotional, and behavioral responses.