Towards a Personalized Virtual Customer Experience

In an experience economy, customers are no longer satisfied with products and services themselves. Products and services are required to create memorable events, perfectly suited to individual needs and expectations of each customer. Such personalization that can potentially lead to an increased customer experience is currently recognized as the most important strategic goal for retailers. To reach this goal, the substantial use and contribution of new technologies seems to be of paramount importance. In this paper, a conceptual model of a virtual retail store for a personalized customer shopping experience is proposed. The model employs process mining, recommender systems, and big data analysis to create both personalized offers and personalized virtual shopping spaces which customers can immerse themselves in when making purchase decisions.