EAESP

CLAV

The Latin American Retail Conference (CLAV) integrates the academic approach to the professional relevance, articulating the process of research and dissemination of knowledge in retailing. Participants have access to the most renowned scholars and practitioners, which builds bridges between retail market and academic excellence. We encourage students and scholars to submit their best efforts on academic, executive and working papers, as well as submissions of doctoral dissertations, undergraduate papers and teaching cases.

Theme: “Engaging and interactive shopper experience”
The journey is the process a shopper goes through, across all stages and touch points, that makes up the customer experience. Changes in technology have allowed shoppers to interactively endure a variety of touch points across online and offline media, channels, and devices on their paths to consume. Whether visiting stores to find those perfect sneakers for that concert or zapping companies’ websites in search for products or services, shoppers argue for a pleasant and outstanding journey experience. They discover products and seek for other costumers’ opinions before purchasing it at the store or online, enjoy in-store settings while looking for extra information at their mobile devices, and express their experience with the product to other consumers.

To make the journey more valuable to both shoppers and the company, retailers attempt to provide the best experience for the shoppers, which imply their engagement at different levels – rational, emotional, physical and sensorial. Illumination, scent, sound, customer service, and variety of products are important factors that lead shoppers to satisfaction and to be engaged during the journey. The use of technologies, such as virtual reality and other human-machine interfaces may turn the experience more interactive for shoppers in retail journeys. Furthermore, shoppers want to co-participate in the brands they love, mainly expressing their preferences in social networks of brands to engage in the processes of making the products, services, and brand development, in which they expect personalized communication.

In 2018, the 11th CLAV discusses the role of retailers in providing engaging and interactive shopper experiences throughout the retail journey, and the way shoppers respond to it.   

TARGET
CLAV welcomes researchers, professors, undergraduate and graduate students, interested or involved in research on the topic of retail, as well as retail practitioners or people interested in retail in Latin America and other regions of the world.

FAST TRACK
The best papers will be considered for publication in the following journals:

Marketing Intelligence & Planning.
Fórum RAE (Revista de Administração de Empresas) de Varejo.
GV Executivo
Revista Brasileira de Marketing (REMark)

 

 

 

Redes Sociais