Consumer Engagement and Experience in Unorganized Retail: Role of Modern Technology

Improving customer experience and engagement has become a problem for organisations as customer expectations continue to rise. Faced with increased competition from organised retail, India's unorganised sector has sought to change its working practises in order to provide a better consumer experience. It is being believed that unorganised retail may benefit from the use of modern technology, which has enormous potential for enhancing consumer experience, customer engagement, and retail sales. Since technology for the purpose of customer experience entails usage by customers therefore, it becomes pertinent to understand their perceptions before investing resources in modern technology. The current study seeks to examine relationships between customer engagement, customer experience and smart retail technology in the context of unexplored unorganized retail sector. The results indicate a significant relationship between the three variables. This study has significant implications for unorganized retailers.