Omnichannel Experience : Towards Successful Channel Integration in Retail
Tyrväinen, O., & Karjaluoto, H. (2018). Omnichannel Experience : Towards Successful Channel Integration in Retail. In D. Vrontis, Y. Weber, & E. Tsoukatos (Eds.), Proceedings of the 11th Annual Conference of the EuroMed Academy of Business (EMAB) (pp. 1325-1338). EuroMed Press. EuroMed Academy of Business Conference Book of Proceedings. http://euromed-2018.com/bop.pdf
Date
2018Copyright
© 2018 EuroMed Research Business Institute
According to Deloitte’s (2018) forecast for 2018
many changes will occur in retail
markets. The growth of online retailing is continuing, and it is going to have a great impact
on traditional retail players. The number of physical stores will decrease, but they will
still have important role in retailing. Customer experiences are now more important than
ever, and digital technologies will have a key role to the store experience.
Consumers are spending more and more time on smartphones relative to other
devices. Typically, they conduct searches on mobile
devices and make purchase in
physical stores (Singh and Swait, 2017). Today, 8% of time spent online is related to
shopping (Mander and Jason, 2017). According to eMarketer’s forecast (2017), while
80% of retail sales still occur in physical stores, 80% of
all sales consist of web-enabled brick-and-mortar shopping. According to Brynjolfsson, Hu, and Rahman (2015), more
than 50% of cell phone owners in the United States have smartphones, and over 70% of
them have used their mobile devices for comparison shop
ping. Thus, understanding the
role of mobile technologies in retail has become critical.
This research of omnichannel experiences can help managers understand the nature
of online and physical store integration and provide resources to improve customer
experiences. Consumers are searching for information from several sources and are using
multiple-channel combinations, including stores, catalogs, and the internet (Shim et al.,
2001). Technology is breaking barriers between different retail channels, and consumers
are shopping in multiple channels and expecting seamless shopping experiences between
channels.
The purpose of this study was to determine how retailers should integrate their online
and offline store channels to provide the best retail brand experience. The research focuses
on online and offline store images and their effects on brand experience and examines
channel integration from the perspective of omnichannel management. The specific
research questions in this study are as follows: 1) What are the characteristics of the
omnichannel experience? 2) How should retailers integrate online and offline channels to
create a satisfying brand experience? 3) How should firms use digital technologies to
improve customer experiences in physical stores?
First, the conceptual framework and methodology are presented. In the ensuing
section, the findings as well as theoretical and managerial implications are discussed. We
end with presenting the limitations of our study and proposing several areas for further
research.
...
Publisher
EuroMed PressParent publication ISBN
978-9963-711-67-3Conference
Annual Conference of the EuroMed Academy of BusinessIs part of publication
Proceedings of the 11th Annual Conference of the EuroMed Academy of Business (EMAB)ISSN Search the Publication Forum
2547-8516Keywords
Original source
http://euromed-2018.com/bop.pdfPublication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/28285361
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