How footwear companies can use online CX to WOW customers

PurposeE-commerce has become an essential and highly competitive channel for e-retailers, who have felt the need to invest in the experience delivered to customers. Therefore, it becomes necessary to unveil the online customer experience so that brands can improve their offerings. In this study, the authors proposed a model that explores customer experience on websites, namely, what concerns the use of the latest technological developments such as artificial intelligence, augmented reality and virtual reality.Design/methodology/approachThe study offers a model to explore and compare the online consumer experience in e-commerce websites, considering eight dimensions that cover recent technological advances. A multiple case study that evaluated companies in the footwear industry was used to assess the model's applicability. The case study methodology considered two distinct segments, the high-price and low-price segments.FindingsThe data collected by the websites' examination enabled us to confirm part of the suggested propositions. However, propositions concerning new technologies were not proved. Opportunities for improvement were identified, especially for high-price segment companies, since the results showed that these companies provide a less pleasant consumer experience than those of the opposing segment.Originality/valueThis study extends the scope of the online consumer experience by introducing more contemporary dimensions. Additionally, the model allows an evaluation and comparison of the knowledge delivered by several online retailers, using the Portuguese footwear industry as a reference.