Over the past several years, the digital revolution has enabled customers to obtain greater shopping experience. A pleasant shopping experience for customers is essential to the prosperity of retail enterprises (Mainardes, Coutinho, & Alves, 2023).

This is due to the fact that a satisfied consumer is more likely to stay loyal and recommend others to purchase from the same seller. All the interactions a customer has with a retailer are considered part of the customer experience, which should ideally lead to a win-win value exchange among the retailer and its clients. Communicating with customers is one of the crucial ways to develop memorable experiences for them (Bonfanti, Vigolo, & Yfantidou, 2021). Effective modes of communication in the digital age include the use of the internet, social networking sites, mobile apps, and electronic mail. Consumers who shop online have learned to expect quick and easy response to any problems that may arise.

Due to the widespread of internet usage among individuals worldwide, retailers have utilized various social media channels and digital tools for connecting with customers. The advent of technology has also made it possible for retailers to gather and analyze consumer data to obtain much deeper and richer insights to guide decisions regarding service-related matters and conversations with customers (Micu et al., 2022). Since mega stores have detailed customer records and can predict what a shopper will buy, they may provide personalized discounts and promotions for them. It is no secret that omnichannel and online stores can monitor customer service and learn from client comments to improve their response to client requests and satisfy their needs (Asmare & Zewdie, 2022).

On whole, consumers and retailers alike benefit greatly from technological advancements that simplify and improve the shopping experience. Its impact can be felt in all facets of buying; it has made it easier, faster, and more pleasurable for consumers. Technology has greatly improved the shopping experience in a number of important ways. First, by eliminating the need to physically visit a store, online marketplaces and smartphone apps have revolutionized the purchasing experience. This convenience helps save time and makes it possible to choose from a wider range of products (Santos & Bacalhau, 2023). Second, client data can be analyzed with the use of algorithms and machine learning to provide customized product recommendations (Davenport, 2018). This makes it much simpler for customers to find products that they might be interested in purchasing. Third, people with disabilities are now able to shop more easily than ever before due to technological advancements such as screen readers, voice assistants, and adapted interfaces (Villegas-Ch et al., 2023). Forth, through Virtual Reality (VR) and Augmented Reality (AR) technologies, customers can visualize things in their actual environments before making a purchase (Bonetti, Warnaby, & Quinn, 2018). This is very helpful in businesses such as cosmetics, clothing, and furniture.

Earlier research also showed that due to the technological advancements, retail stores can better manage their stock and ensure that their products are readily available when and when customers need them (Sanders, 2016). As a result, customers will have a better shopping experience and fewer instances of products being out of stock. In addition to that, customer ratings and reviews posted online aid others in making well-informed purchase decisions (Maslowska et al., 2017). Customers can write about their own experiences and read those of others on digital channels. Anshari et al. (2019) pointed out that by analyzing customer data, stores can better understand their clientele and hence better target their advertising and promotions messages. As most of the customers worldwide have access to internet and use smart phones, customers' shopping experiences can be improved by loyalty programs, which have become more accessible to them through mobile apps and digital loyalty cards. However, retailers should ensure that their website and mobile applications are user friendly, visually appealing, and compatible with a wide range of devices. Finally, in a post-pandemic era, where time is of the essence, technological developments in retail sector like self-checkout kiosks and contactless payments has made shopping more convenient and safer by reducing wait times and minimizing physical encounters (Leng, 2021).

To sum up, digital tools have become an essential component of the shopping experience, providing ease, customization, and accessibility, all of which boost customer happiness and propel retail success. It is likely that as technology continues to advance, it will bring even more innovations to the online shopping, thus enhancing the overall experience of shopping for customers.

References:

• Anshari, M., Almunawar, M. N., Lim, S. A., & Al-Mudimigh, A. (2019). Customer relationship management and big data enabled: Personalization & customization of services. Applied Computing and Informatics, 15(2), 94-101.
• Asmare, A., & Zewdie, S. (2022). Omnichannel retailing strategy: a systematic review. The International Review of Retail, Distribution and Consumer Research, 32(1), 59-79.
• Bonfanti, A., Vigolo, V., & Yfantidou, G. (2021). The impact of the Covid-19 pandemic on customer experience design: The hotel managers’ perspective. International Journal of Hospitality Management, 94, 102871.
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• Micu, A., Capatina, A., Cristea, D. S., Munteanu, D., Micu, A. E., & Sarpe, D. A. (2022). Assessing an on-site customer profiling and hyper-personalization system prototype based on a deep learning approach. Technological Forecasting and Social Change, 174, 121289.
• Sanders, N. R. (2016). How to use big data to drive your supply chain. California Management Review, 58(3), 26-48.
• Santos, V., & Bacalhau, L. M. (2023). Digital Transformation of the Retail Point of Sale in the Artificial Intelligence Era. In Management and Marketing for Improved Retail Competitiveness and Performance (pp. 200-216). IGI Global.
• Villegas-Ch, W., Amores-Falconi, R., & Coronel-Silva, E. (2023). Design Proposal for a Virtual Shopping Assistant for People with Vision Problems Applying Artificial Intelligence Techniques. Big Data and Cognitive Computing, 7(2), 96.