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Footfall in football - optimising the in-store customer experience
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| 1.72 MB | Adobe PDF |
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Resumo(s)
The study hereby presented explores how to optimise the In-Store Customer
Experience (CX) at FC Porto´s Store. In order to understand this, a mixed-approach was used.
On the one hand, we conducted interviews to understand the perceptions of the FC Porto´s
consumers and benchmark them against other stores from esteemed football clubs. On the other
hand, we developed a survey exploring people´s interest in visiting the store with new
innovating enhancements. This study proposes new strategies for FC Porto´s store and
contributes to the existing literature by offering a new perspective on sport retail and CX.
Descrição
Palavras-chave
In-store customer experience Servicescape Football Sports retail Fan behaviour