Undoubtedly, the Internet of Things (IoT) possesses the capacity to enhance
customer experiences. The exponential growth of technology has had a profound
influence on various aspects of enterprises. In addition, the Internet of Things (IoT)
facilitates the exchange of data, facilitates the control of inventory, enhances security
measures, and contributes to heightened levels of efficiency and production. The
purpose of the chapter is to review the literature to understand how IoT is used in
marketing to affect customer experience. IoT has the capability to revolutionize current
business models by facilitating novel interactions and establishing new partnerships
between organizations and their customers. Adopting the end-customer standpoint
offers guidance and illuminates potential avenues for the creation of services that are
embraced and financially supported by both enterprises and customers. This will
facilitate the development of novel and inventive services, thereby fundamentally
transforming operational practices across several sectors in the future. The
contemporary customer base is undergoing a transformation, wherein they are
increasingly accustomed to immediate accessibility. Consequently, they now anticipate
that their consumption and purchasing encounters will be characterized by immediacy,
distinctiveness, and emotional resonance. Therefore, it is imperative for organizations
to gain a comprehensive understanding of the fundamental shifts in consumer habits in
order to develop appropriate and pleasurable customer experiences across both online
and offline channels. In the preceding study, the focus was on the emergence of a novel
type of consumer, with particular attention given to the evolution of their social
standing, requirements, and their involvement in the brand or company's interactions.
Keywords: Customer, Experience, Internet of Things, Internet, Technology.
