Retail industry is an important part of each national economy (in some European countries even 25% of all active companies operate in this industry). The retail industry is the most sensitive to changes in consumer behaviour. It is the industry that firstly responds to both positive and negative trends in the environment. Therefore, retailers are constantly under pressure to assess consumer satisfaction and to adjust to customer needs rapidly. But, the knowledge era enables retailers to approach customers in more active way and to build and maintain customer experience actively. The aim of this stream is to address the necessity for constant innovation, rapid knowledge creation cycles and implementation of technology for enhancing customer experience in retail both in online and offline sales channels.
University of Zagreb, Croatia