Managing Customer Experience in an Evolving Digital Marketing World : A Study of Factors Infuencing Customer Experience using Virtual Reality in U.P. West

Mrs.Ratika Chawla, Ms. Dipali Agarwal, Ms. Ishika Agarwal , Mr. Yasir , Ms.Anjeena Naved

Abstract

As the world is becoming increasingly digital, companies are adopting various techniques and strategies to maintain the pace with the changing customer experiences.This concept recognizes that customers are the most important aspect of any business, and their needs and preferences should be the primary focus of a company's marketing efforts.The customer takes into account various aspects while deciding upon the brand before buying it like product quality, pricing, product reviews, etc.

The challenges are there while making purchase through any online platform that has become the routine of almost all customers, which may be for apparels, footwear's , electrical appliance or any eye wears etc. With the changing lifestyle and increasing adoption of luxurious accessories, the eye wear makers focus on developing an attractive one for the customers. They are introducing new designs and patterns to quickly respond to the ongoing fashion trends and attract fashion enthusiasts. The continuous efforts of the leading market players to acquire new customers, engage them and retain the existing ones are positively inuencing the market trend which can only be possible through the continuous improvisation of customer experiences through online cum ofine mode.It has implemented various digital marketing strategies to enhance its customer experience, including an innovative online shopping platform that offers customers a virtual try-on experience like 'try at home', where customers can try eyewear at home before making a purchase, and 'click and collect', where customers can order online and pick up their order from a nearby store and many more.The objectives of this research paper are to nd the factors affecting customer decisions for buying spectacles and goggles using Technology, Also, it will nd out the areas where company can work to enhance customer engagement and experience .It will focus on improving the company's competitiveness in the Indian eyewear market by enhancing customer experience, optimizing operations, and staying ahead of market trends. The research paper will undergo descriptive study with the help of collecting primary data from the respondents sample from UPWEST.