Crafting digital experiences: relational strategies for SME brands in direct-to-consumer markets
Date
2025
Authors
McKee, S.
Sands, S.
Cohen, J.
Ferraro, C.
Pallant, J.
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Journal article
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Australasian Marketing Journal, 2025; 1-16
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Abstract
Managing the customer journey across both physical and digital interactions is complex and particularly challenging for small and medium-sized brands with limited resources. This study investigates how these brands can build experiential value throughout the shopping journey by leveraging relationship marketing to enhance direct-to-consumer experiences. Our findings highlight the challenges of integrating technology capabilities into marketing strategies for digital customer acquisition while emphasizing the importance of seamlessly blending physical and digital experiences to strengthen consumer-brand relationships. The research also reveals the potential for combining cultural heritage with digital innovation to gain a competitive advantage. We contribute to marketing literature by proposing a framework that connects customer experiences with ethical, social, hedonic, and cognitive value dimensions. We conclude with practical insights for managers who could use this framework to optimize resources and identify underperforming value areas.
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Data source: Supplementary material, https://doi.org/10.1177/14413582251356706
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Copyright 2025 Australian and New Zealand Marketing Academy