Owing to technological development, companies want to transmit a memorable customer experience to their customer in order to enhance their competitive advantage. The purpose of this thesis is twofold - (1) to explore how E-tailers of vintage are working to create memorable online customer experiences and (2) to identify the challenges vintage E-tailers face whilst trying to create these experiences. Earlier research focusing on consumer experience within an online setting was used as a theoretical framework. Semi-structured interviews with eight successful companies, all working with selling vintage online was conducted, and conclusions using thematic analysis were drawn. The findings showed that the most important factors were unique and wide assortment, establishing trust, and adequate communication. The study also shows that the main challenges are related to the complex assortment and its growth, as well as the consumer attitudes. In contrast to the current literature, this study shows that the utilitarian feature is not important and it is something that the customers take for granted. The hedonic features are perceived as being of higher importance. A suggested framework of how to create memorable customer experiences in the context of vintage is also constructed.

Syfte: Syftet med denna uppsats är att få en djupare förståelse för vad företagen anser behövs för att upplevelser ska bli lyckade och minnesvärda. Vi vill även ta reda på vad företagen tycker utmärker en extraordinär upplevelse. Metod: Till vår uppsats har vi använt oss av en kvalitativ metod som består av semistrukturerade intervjuer, mejlintervjuer och en telefonintervju. Totalt har sex intervjuer utförts med sex olika upplevelseföretag. Slutsatser: Personal och deras bemötande är viktigt för att upplevelsen ska bli lyckad. Platsen där upplevelsen utövas har också stor betydelse och den kan utformas på ett sätt som mer eller mindre kan påverka besökarnas känslor. Upplevelserummet har en stor påverkan på helhetsintrycket. En minnesvärd upplevelse behöver involvera besökarnas känslor. Besökarna behöver känna sig delaktiga i upplevelsen och sinnena bör stimuleras för att upplevelsen ska bli minnesvärd. En extraordinär upplevelse verkar behöva innehålla de beståndsdelar som lyckade och minnesvärda upplevelser har. Den bör även vara utvecklande på ett personligt plan. / Purpose: The purpose of this thesis is to gain a deeper understanding of what companies think is needed for experiences to become successful and memorable. We would also want to know what companies think distinguishes an extraordinary experience. Methodology: For this essay we have used a qualitative method that consists of semistructured interviews, e-mail interviews and one telephone interview. In total, six interviews were conducted with six different experience companies. Conclusions: Staff and their attitude is important for the experience to be successful. The place is also very important and it can be designed in a way that more or less can affect visitors' emotions. The experience room has a large impact on the overall impression. A memorable experience need to involve visitors' emotions. Visitors need to feel part of the experience and the senses should be stimulated for the experience to be memorable. An extraordinary experience must contain the elements of a successful and a memorable experience. It should also be developing on a personal level.