INNOVATIVE TECHNOLOGIES IN CONSUMER ELECTRONICS RETAIL: IMPACT ON CUSTOMER EXPERIENCE IN THE CONTEXT OF DIGITAL TRANSFORMATION
Abstract
The consumer electronics (CE) retail sector is characterized by a complex customer journey that includes product search, technical consultation, purchase, omnichannel fulfilment, after-sales service, and repeat interaction. These features require advanced digital technologies to deliver a high-quality customer experience (CX), particularly under wartime conditions. The purpose of this study is to develop conceptual foundations for applying innovative technologies in CE retail and to substantiate their impact on customer experience in Ukraine during the war. The research applies system analysis and synthesis, statistical and comparative methods, structural-logical modelling, and the analytic hierarchy process (AHP). The findings show that Ukraine's leading CE retailers, COMFY and Foxtrot, have maintained strong digital transformation despite wartime challenges. In 2025, COMFY reported revenue of UAH 55.8 billion, an online sales share of 33%, NPS of 65%, CSI of 95%, and 12.4 million customers. Foxtrot increased online sales by 76% year-on-year, expanded its mobile application audience to 500,000 users, and its AI consultant handled 28% of customer interactions. The company achieved an NPS of 75.7% and CSI of 95.9%, confirming the effectiveness of technology-driven customer engagement. The scientific novelty of the study lies in the development of the TDCX conceptual model adapted for CE retail with a wartime correction factor, and the CE-TDCXI integral index consisting of five dimensions: AI personalization, omnichannel integration, customer loyalty, service speed, and after-sales service. Comparative assessment of COMFY and Foxtrot confirms the research hypothesis that both retailers demonstrate a high level of customer experience, with CE-TDCXI values exceeding 0.83. The proposed model can be used for CX benchmarking, technology investment evaluation, and the development of customer-oriented retail strategies. Priority areas for further development include GenAI consultants, augmented reality product visualization, AI-powered Trade-in solutions, and personalized BNPL services.
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