Understanding the customer experience in the age of omni-channel shopping

Understanding the customer experience in the age of omni-channel shopping

Omni-channel is one of the most important retail revolutions of recent years, impacting a variety of areas, such as marketing, retailing, communication or information systems. Omni-channel marketing refers to the brand strategy which integrate all channels available to create a seamless shopping exp...

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Translated title: Comprendiendo la experiencia del cliente en la era de las compras omnicanal
Journal Title: Revista de Comunicaci贸n y Tecnolog铆as emergentes ICONO14
First author: Ana Mosquera
Other Authors: Cristina Olarte Pascual;
Emma Juaneda Ayensa
Language: English
Get full text: https://icono14.net/ojs/index.php/icono14/article/view/1070
Resource type: Journal Article
Source: Revista de Comunicaci贸n y Tecnolog铆as emergentes ICONO14; Vol 15, No 2 (Year 2017).
DOI: http://dx.doi.org/10.7195/ri14.v15i2.1070
Publisher: Scientific Association ICONO14 - Asociaci贸n Cient铆fica ICONO14
Usage rights: Reconocimiento - NoComercial - SinObraDerivada (by-nc-nd)
Categories: Social Sciences/Humanities --> Communication
Abstract: Omni-channel is one of the most important retail revolutions of recent years, impacting a variety of areas, such as marketing, retailing, communication or information systems. Omni-channel marketing refers to the brand strategy which integrate all channels available to create a seamless shopping experience that increase convenience and engagement during the customer journey. The aim of this study is to provide an overview of the state of the art of this phenomenon. Its main contributions are fourfold. First, it reduces the fuzziness of the term omni-channel, clearly demarcating the concepts of multi-, cross-, and omni-channel shopping. Second, it offers a consolidated overview of the current understanding of the omni-channel customer experience. Third, the proposed framework points to new lines of research related to omni-channel marketing. The theoretical and managerial implications of this hot topic are also discussed.
Translated abstract: La omnicanalidad es una de las revoluciones m谩s importantes en los 煤ltimos a帽os en el comercio minorista, afectando a una variedad de 谩reas como el marketing, el comercio, la comunicaci贸n o los sistemas de informaci贸n. El marketing omnicanal hace referencia a la estrategia de marca que integra todos los canales disponibles para crear una experiencia de compra sin fisuras que aumenta la conveniencia y el compromiso del cliente durante el proceso de compra. El objetivo de este estudio es proporcionar una visi贸n general del estado del arte de este fen贸meno con una cu谩druple contribuci贸n. Primero, reduce la confusi贸n del t茅rmino omnicanal, demarcando claramente los conceptos multi-, cross y omnicanalidad. Segundo, ofrece una visi贸n general de la actual experiencia del consumidor en un entorno omnicanal. Tercero, se presentan nuevas l铆neas de investigaci贸n relacionadas con el marketing omnicanal. Finalmente, se discuten las implicaciones te贸ricas y de gesti贸n de este tema de actualidad.