Cardoso, ElizabeteSeabra, Catarina Nunes2024-11-042024-11-042024-01-162023-12-20http://hdl.handle.net/10362/174504The 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.engIn-store customer experienceServicescapeFootballSports retailFan behaviourmaster thesis203602048