The relationship between lifestyle and consumer experience management: a study of case in the retail sector

Objective: This article intends to analyze the relationship between lifestyle and consumer experience management. Method: We decided on a multi-method research approach, through a case study of the brand Gang. The research had a qualitative stage. We conducted in-depth interviews, checked the brand's physical stores, and analyzed pertinent documents. This study figured a quantitative stage as well, in which consumers of the brand answered an online questionnaire and, by the end, a qualitative stage through in-depth interviews with the brand’s consumers. Originality/Relevance: this article focuses on the alignment between the concepts of lifestyle and consumer experience, analyzing both convergent and divergent aspects within this relationship. Results: the results show that, understanding consumer experiences through their lifestyle can be considered appropriate to create and sustain the experience proposed by a brand. Theoretical/methodological contributions: Considering that there are controversies in the literature about the most appropriate method to measure customer experiences, this study contributes by proposing a multi-method research approach. Furthermore, this topic has been addressed in the literature by considering only the company's vision in customer experience management. This study will consider a two-way view - the company's look as well as the consumer's perception.