Customer Experience in Retailing and its Measurement: Program for Improving and Measuring Customer Experience by the Case of Online-Retailer of DIY Goods

This study focuses on a problem that every online retailer faces that could signal a problem in the customer experience - customer abandonment. That is why, the main goal of the study is to determine the key parameters of the consumer experience in DIY online retail, in the absence or presence of which the consumer decides to stay and complete the purchase or decides to go to a competitor's website. The study decided to show that a customer's CX can be influenced by things such as page load speed, the presence of a product photo on the site, and the offer to register for a purchase. As a result of an empirical qualitative research and analysis of data from a platform of the case-company «Zodchiy» in Google Analytics, we received the following information: during the first and second interaction of the client with the site, the most session interruptions occur; The most significant element of the site for the client was the visual, i.e. if the client is confused by something on the store's website, then this makes him want to leave the site, rather than continue to understand it. As a result of included observation, the most negative assessments were received at the stage of assessing the appearance of the site and its pages. We also found that 60% of the forced registration on the site to make a purchase caused an interruption of the shopper's session. With a shop. Based on the results obtained, we have developed a number of recommendations to improve the consumer experience in the online store of the LLC «Torgovy Dom Zodchiy».