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In this case, primary attention has been placed on technological issues, particularly those relating to information and communication technologies (ICT), and the implications that these technologies may entail for marketing channels (Kim et al., 2006 Hausman, Stockb, 2003).

Major contributions have focused on innovation in retailing as “product innovation” for distribution companies (Dawson, 2001 Dupuis, 2000 Castaldo, 2001 Cardinali, 2005), or as innovation in the supply chain. Fewer studies have been conducted with a perspective referring to the channel as a whole. 'Innovation in marketing channels is a theme that has been treated in reference to specific areas of innovation or to single categories of subjects within channels. Several ways (e.g., promotion, price, merchandise, supply chain and location) to deliver a superior customer experience are identified which should result in higher customer satisfaction, more frequent shopping visits, larger wallet shares, and higher profits. This paper focuses on the role of macro factors in the retail environment and how they can shape customer experiences and behaviors. It represents a strategy that results in a win–win value exchange between the retailer and its customers. Customer experience management represents a business strategy designed to manage the customer experience. Customer experience includes every point of contact at which the customer interacts with the business, product, or service. To manage a customer's experience, retailers should understand what ' customer experience ' actually means. To compete effectively, businesses must focus on the customer's shopping experience. Survival in today's economic climate and competitive retail environment requires more than just low prices and innovative products.

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