Customer Experience Management in Retail in the Context of Shift to Economy 4.0 on the Example of Adidas and Apple

In the changing world of IT innovations and purchasing patterns it becomes vital for retailers to understand their customers, fulfill and surpass their expectations in order to succeed and capture the market share. However, the scholars, who conducted relevant studies, tend to focus either on traditional marketing strategies or digital tools for Customer Experience management. This study aims at developing a comprehensive approach on how to manage Customer Experience in retail companies, considering both marketing and IT components. We shall deploy the correlation analysis to find a link that exists between companies’ customers’ satisfaction (measured by Net Promoter Score), operational figures, and CX management instruments. Recommendations on how to design an effective Customer Experience management system in a retail company should be the outcome of the study.