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...
| Translated title: | Comprendiendo la experiencia del cliente en la era de las compras omnicanal |
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| Journal Title: | Revista de Comunicación y Tecnologías 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 Comunicación y Tecnologías emergentes ICONO14; Vol 15, No 2 (Year 2017). |
| DOI: | http://dx.doi.org/10.7195/ri14.v15i2.1070 |
| Publisher: | Scientific Association ICONO14 - Asociación Científica 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. |
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| Translated abstract: | La omnicanalidad es una de las revoluciones más importantes en los últimos años en el comercio minorista, afectando a una variedad de áreas como el marketing, el comercio, la comunicación o los sistemas de información. 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 visión general del estado del arte de este fenómeno con una cuádruple contribución. Primero, reduce la confusión del término omnicanal, demarcando claramente los conceptos multi-, cross y omnicanalidad. Segundo, ofrece una visión general de la actual experiencia del consumidor en un entorno omnicanal. Tercero, se presentan nuevas líneas de investigación relacionadas con el marketing omnicanal. Finalmente, se discuten las implicaciones teóricas y de gestión de este tema de actualidad. |
