An omnichannel approach to retailing: demystifying and identifying the factors influencing an omnichannel experience

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dc.cclicenceN/Aen
dc.contributor.authorHickman, Ellie
dc.contributor.authorKharouf, Husni
dc.contributor.authorSekhon, Harjit
dc.date.acceptance2019-10-17
dc.date.accessioned2019-12-10T12:14:53Z
dc.date.available2019-12-10T12:14:53Z
dc.date.issued2019-12-02
dc.descriptionThe file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.en
dc.description.abstractThe purpose of this research is to identify the factors that influence an omnichannel experience. Omnichannel is an emerging approach to retailing that responds to the changing nature of how customers shop in alternation between online and offline shops, and the increasing use of digital devices (e.g. smartphones and tablets) retailers are focusing and establishing a seamless integrated approach to their services. Omnichannel is now a hot topic in retailing but there is a lack of empirical studies into the factors that influence an omnichannel experience. Using a mixed methods approach, we propose and empirically test a conceptual model that identifies four factors influencing an omnichannel experience: brand familiarity; customisation; perceived value, and technology readiness. We conceptualise omnichannel to include three key channels; in-store, online and mobile. 246 questionnaires were collected and analysed using PLS-SEM and 11 interviews with marketing/omnichannel professionals. Our results indicate that brand familiarity has a strong influence on omnichannel (in-store, online and mobile) while perceived value has a negative impact on mobile experience. Our results show that retailers need to consider multiple factors, such as brand familiarity customisation, perceived value and technology readiness as influencing factors of an omnichannel experience, and plan the use of multiple touchpoints simultaneously to enhance their overall customer’s experience. Although this study demonstrates the significant factors influencing an omnichannel experience, questions remain regarding the exact use of each touchpoint by customers and the extent of overlap between the touchpoints. Our research attempts to address the lack of academic research on what factors influence an omnichannel experience.en
dc.funderNo external funderen
dc.identifier.citationHickman, E., Kharouf, H. and Sekhon, H. (2019) An omnichannel approach to retailing: demystifying and identifying the factors influencing an omnichannel experience. The International Review of Retail, Distribution and Consumer Research.en
dc.identifier.doihttps://doi.org/10.1080/09593969.2019.1694562
dc.identifier.issn0959-3969
dc.identifier.urihttps://www.tandfonline.com/doi/full/10.1080/09593969.2019.1694562
dc.identifier.urihttps://dora.dmu.ac.uk/handle/2086/18927
dc.language.isoenen
dc.peerreviewedYesen
dc.publisherTaylor & Francisen
dc.subjectOmnichannelen
dc.subjectcustomer experienceen
dc.subjectbrand familiarityen
dc.subjecttechnology readinessen
dc.subjectcustomisationen
dc.titleAn omnichannel approach to retailing: demystifying and identifying the factors influencing an omnichannel experienceen
dc.typeArticleen

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