Beatriz Oliveira, an alumna of the Católica Porto Business School MSc in Marketing, is co-author of the scientific article, "How footwear companies can use online CX to WOW customers", published in the International Journal of Retailing and Distribution Management.
The work, co-authored with Susana Costa e Silva and Joana Carmo Dias, is the result of a long process, started in 2020, with an applied study on e-retailers in the footwear sector, one of the most traditional national business sectors. The work was then developed, envisaging publication in that journal.
This study contributes to understanding the customer journey of footwear and it points out ways to improve the online experience, namely for high-end brands.
The article can be read here.