Designing a seamless shopping journey through omnichannel retailer integration

Cocco, Helen; Demoulin, Nathalie

doi:10.1016/j.jbusres.2022.06.031

Cited by 32 publications

(33 citation statements)

References 87 publications

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“…Online shopping had gained momentum before the pandemic; however, the pandemic acted as an accelerator, as due to lockdowns, people were forced to buy from online channels. The forced adoption turned into a habit and subsequently led to a change in attitude towards online channels, driving the manifested behaviour of channel choice (Cocco and Demoulin , 2022). Publications in this cluster investigated attitudinal factors such as the perceived risk and fear of COVID-19, preference for safety and convenience, subjective norms, ease of use and paucity of time, identified as drivers of the shift toward online shopping (Wang et al., 2022).…”

Section: Analysis and Resultsmentioning

confidence: 99%

Retailing during the COVID-19 lifecycle: a bibliometric study

Gupta

Mukherjee

Garg

2023

IJRDM

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PurposeCOVID-19 disrupted the lives of consumers across the globe, and the retail sector has been one of the hardest hits. The impact of COVID-19 on consumers' retail choice behaviour and retailers' responses has been studied in detail through multiple lenses. Now that the effect of COVID-19 is abating, there is a need to consolidate the learnings during the lifecycle of COVID-19 and set the agenda for research post-COVID-19.Design/methodology/approachScopus database was searched to cull out academic papers published between March 2020 and June 6, 2022, using keywords; shopping behaviour, retailing, consumer behaviour, and retail channel choice along with COVID-19 (171 journals, 357 articles). Bibliometric analysis followed by selective content analysis was conducted.FindingsCOVID-19 was a black swan event that impacted consumers' psychology, leading to reversible and irreversible changes in retail consumer behaviour worldwide. Research on changes in consumer behaviour and consumption patterns has been mapped to the different stages of the COVID-19 lifecycle. Relevant research questions and potential theoretical lenses have been proposed for further studies.Originality/valueThis paper collates, classifies and organizes the extant research in retail from the onset of the COVID-19 pandemic. It identifies three retail consumption themes: short-term, long-term reversible and long-term irreversible changes. Research agenda related to the retailer and consumer behaviour is identified; for each of the three categories, facilitating the extraction of pertinent research questions for post-COVID-19 studies.

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Section: Analysis and Resultsmentioning

confidence: 99%

Retailing during the COVID-19 lifecycle: a bibliometric study

Gupta

Mukherjee

Garg

2023

IJRDM

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“…Thus, research on how omnichannel retailing can affect the customer experience is scarce (Gao et al, 2021; Hickman et al, 2020; Rodríguez‐Torrico et al, 2020). The significant investment that is required to develop an omnichannel approach, and the highly likely positive effects of omnichannel on business performance make this knowledge gap concerning for brands (Cocco & Demoulin, 2022). Furthermore, while the omnichannel literature has clearly highlighted the relevance of seamlessness, no prior research has focused on its effects on consumer perceptions of brand authenticity.…”

Section: Introductionmentioning

confidence: 99%

Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity

Massi

Piancatelli

Vocino

2023

Psychology and Marketing

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Omnichannel represents a customer‐oriented distribution paradigm through which retailers can deliver a seamless customer experience and create an authentic brand narrative that is communicated to customers across diverse touchpoints. Despite the increasing relevance of the omnichannel approach, research on how omnichannel can affect the customer experience remains scant. This research consists of a qualitative study and three experimental studies. Drawing from signaling theory, we contend that the signal congruency established by omnichannel—where all the channels are aligned and convey a consistent message to customers—can enhance consumers' purchase intention and perceptions of brand authenticity. We further investigate the role of brand authenticity as a mediator of the relationship between multichannel customer experience (seamless vs. nonseamless) and purchase intention, as well as of brand untrustworthiness as a moderator of the relationship between multichannel customer experience and brand authenticity. The results show that a seamless multichannel customer experience has a significant main effect on purchase intention and that participants in the seamless multichannel customer experience condition perceive the brand as more authentic than those in the nonseamless multichannel customer experience condition. Both the mediation and moderation hypotheses are supported. These findings enhance the literature on signaling theory and omnichannel. They also provide insightful implications for retailers in terms of managing the omnichannel customer experience. Overall, this study integrates the research areas of brand authenticity and omnichannel and provides valuable insights by indicating how seamlessness can boost consumers' perception of brand authenticity. Furthermore, the study advances our knowledge by investigating the impact of brand authenticity as both a result of the omnichannel customer experience and a predictor of purchase intention.

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“…Customers' perception of cross-channel consistency, referring to the congruence of retailing mix elements such as assortment, price, promotion and service across channels, plays a crucial role in customer experiences in the omni-channel context (Gasparin et al, 2022). Some studies have emphasized the benefits of cross-channel consistency, including enhancing seamless shopping journey (Cocco and Demoulin, 2022), customer empowerment (Zhang et al, 2018), customer engagement (Lee et al, 2019), customer satisfaction (Frasquet and Miquel, 2017) and sales growth (Cao and Li, 2015). Nevertheless, some recent research has challenged this perspective, arguing that cross-channel consistency is not always associated with positive customer responses.…”

Section: Introductionmentioning

confidence: 99%

“…Second, how consumers' channel preferences regulate the influence of cross-channel consistency needs more exploration. While some scholars have pointed out that the effectiveness of cross-channel consistency might be affected by customer characteristics, shopping motivations and different customer journeys (Bertrandie and Zielke, 2017;Cocco and Demoulin, 2022;Frasquet and Miquel, 2017), empirical research on these moderating effects is limited. As two prevailing types of cross-channel shoppers, although showroomers and webroomers both expect to take advantage of multiple channels, they have different shopping goals (Flavi an et al, 2016;Kang, 2018).…”

Section: Introductionmentioning

confidence: 99%

Does cross-channel consistency always create brand loyalty in omni-channel retailing?

Liu,

Liu

2023

IJRDM

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PurposeResearch to date has yet to reach a consensus regarding the role of cross-channel consistency in omni-channel retailing. Therefore, this study aims to clarify the impact of cross-channel consistency on brand trust and loyalty by differentiating four dimensions of consistency (i.e. product, service, price and promotion consistency) and exploring the moderating roles of showrooming and webrooming motivation in these relationships.Design/methodology/approachA survey method is used to collect data. A total of 550 valid responses were obtained from multi-channel apparel brands' customers. Hypotheses were tested by employing structural equation modeling and hierarchical multiple regression analysis.FindingsThe results indicate that product and service consistency positively influence brand loyalty via brand trust, whereas price and promotion consistency do not. Furthermore, showrooming motivation negatively moderates the effects of service, price and promotion consistency on brand trust, while webrooming motivation positively moderates the effects of product, price and promotion consistency on brand trust.Originality/valueThis study contributes to the omni-channel retailing literature by examining the effects of different dimensions of cross-channel consistency and the moderating roles of showrooming and webrooming motivation to unravel the contradictions of previous studies. It reveals both the beneficial and dark sides of cross-channel consistency. It also extends the knowledge of brand building and cross-channel behavior in omni-channel retailing.

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Designing a seamless shopping journey through omnichannel retailer integration

Cited by 32 publications

References 87 publications

Retailing during the COVID-19 lifecycle: a bibliometric study

Retailing during the COVID-19 lifecycle: a bibliometric study

Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity

Does cross-channel consistency always create brand loyalty in omni-channel retailing?

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