Omnichannel experience : Towards successful channel integration in retail

Abstract

This study examines omnichannel experiences in retail. The retail market has changed significantly since digitalisation: internet markets reveal price differences, provide product information, and offer comparison possibilities. The purpose of the present study is to theorise how retailers should integrate online and offline store channels to provide the best omnichannel experience. Empirical data for this study were collected through 20 semi-structured themed interviews conducted with customers who have visited both the online and the physical stores of the same retailer. The data were analysed through content analysis. Overall, the findings provide several managerial insights into omnichannel management. According to the results, customers expect online and offline channels to support each other. They are using their mobile devices to visit online channels while in physical stores to compare prices and products, and expect to see the same products and prices in both channels. They want their experience to be seamless. The results also highlight the importance of channel integration in enhancing positive brand experiences.