Samenvatting

This research was commissioned by HA! Marketing, an independent internet marketing agency based in Rotterdam. HA! Marketing supports small retail businesses. They implement both executive and advisory work relating to internet marketing for these companies.
HA! Marketing discovered that for their target group of specialised retailers survival in the market is often difficult and that the bankruptcy rate for these businesses is increasing. HA! Marketing aims to help these clients by improving customer experience in relation to their stores. HA! Marketing feels there is more perspective, both online and in the physical store, when it comes to customer experience.
The aim of this research is to complete an advisory report that provides insight into various perceptions that can be applied to specialised retailers in the food, clothing sectors in and around Delft. These perceptions can be useful for in-store, web-site and web-shop policies. The ultimate goal is to create valuable customer experience, both online and offline. The research question is:
“Which elementary components are critical in developing a customer experience concept for specialised retailers in the business sectors food, clothing and fashion, in and around Delft , and which suggestions can be implemented?
This study is based on eight sub-questions and is divided into desk research and field research.
The field research comprises personal interviews with four marketing experts, six entrepreneurs and two group discussions (with five participants each).
To present the information and findings as accurately as possible all research must meet certain preconditions and guidelines. The theoretical framework of this study is based on the models and theories deduced from: Experience economy – Pine & Gilmore, Kano Model-Noriaki Kano and Customer Journey-Richardson.
Results and conclusions
 Components which form the foundation for meaningful customer awareness are:
product, shop staff, positive signals, service orientation and retail space and concept. These findings rule out three elements of the conceptual model in the Pin & Gilmore theory (mixing memories, eliminating negative incentives and stimulating senses). However, these components are still fundamental for the guidelines in the recommendation. Two established components are: elaboration of concept and transmission of positive signals.
 Ten recommendations for customer experience:
1. Customer involvement 6. Trends and developments
2. Stimulation of senses 7. Personalisation
3. Personal interaction 8. Service
4. Entertainment 9. Knowledge
5. Exclusiveness 10. Element of surprise
 Research results show a subdivision in sectors of business. The customer perception format realised in the recommendation is applicable for various retailers. For specialised retailers in the food and clothing industry the advice is more detailed than the suggestions for retailers in other lines of business.
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 The Kano Model has a new interpretation. The ratings which are normally used for product properties are now applied to perceptions. As a result our customer awareness concept comprises three different levels. Level 1. Dissatisfiers: The minimum of perceptions is incorporated. This is what a customer anticipates, so this does not lead to customer satisfaction. Level 2. Satisfiers: The basic perceptions for a contented customer are established. This leads to extra customer satisfaction. Level 3. Delighters: Charming your customer has a positive impact. This leads to meaningful customer satisfaction.
In the recommendation all these findings come together. This advisory report is a creative interpretation of a theoretical foundation. The recommendation consists of a list of perceptions subdivided into components, levels and categories, so the mandator can apply this customer perception format to a variety of customers.