How footwear companies can use online CX to WOW customers

Purpose E-commerce has become an essential and highly competitive channel for e-retailers, who have felt the need to invest in experience delivered customers. Therefore, it becomes necessary unveil online customer so that brands can improve their offerings. In this study, authors proposed a model explores on websites, namely, what concerns use of latest technological developments such as artificial intelligence, augmented reality virtual reality. Design/methodology/approach The study offers explore compare consumer e-commerce considering eight dimensions cover recent advances. A multiple case evaluated companies footwear industry was used assess model's applicability. methodology considered two distinct segments, high-price low-price segments. Findings data collected by websites' examination enabled us confirm part suggested propositions. However, propositions concerning new technologies were not proved. Opportunities improvement identified, especially segment companies, since results showed these provide less pleasant than those opposing segment. Originality/value This extends scope introducing more contemporary dimensions. Additionally, allows evaluation comparison knowledge several retailers, using Portuguese reference.