Omnichannel Customer Experience: A Literature Review

Lisnawati, L.; Hurriyati, Ratih; Disman,; Gaffar, Vanessa

doi:10.2991/aebmr.k.210831.113

Cited by 3 publications

(2 citation statements)

References 16 publications

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“…Omnichannel is the unification of several communication channels and strategies so that they complement each other to provide what consumers need (Lisnawati, 2021). Omnichannel comes from the Latin word omnis, which means all or universal.…”

Section: Omnichannel Consumer Experiencementioning

confidence: 99%

“…Because consumers at this time, not only see the brand from the attributes and features of the product it has, but also see the brand as an experience that mostly involves emotions. The consumer experience in the omnichannel, or what is known as the multimedia experience or omnichannel refers to the consumer's perception of the company's integrated communication channels (Lisnawati, 2021).…”

Section: Introductionmentioning

confidence: 99%

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Sensory Marketing for the Omnichannel Consumer Experience: Benefits and Ways Forward

Hutabarat,

Adelina

2023

Advances in Social Science, Education and Humanities Research

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Human senses play a critical role in individual experiences in the process of decision-making, purchasing, and consumption. Consumer perceptions about products and services are also constructed through the five senses. However, it often goes unnoticed as a marketing strategy. Sensory marketing, which is a marketing strategy that utilizes the five senses, provides important opportunities and contributions for brands to improve marketing outcomes such as attitude creation, referral, and purchasing decisions. Sensory marketing in the offline (brick-and-mortar) context can be realized directly through stimulation that triggers the visual, auditory, tactile, olfactory, and taste senses. Meanwhile, in the online context, marketers still need strategies and creative ways to optimize the use of the five sensory channels. This research which applied a descriptive method probes to explore the advantages and ways forward to sensory marketing, especially through online and digital contexts, in an effort to build an omnichannel consumer experience. Academic research related to sensory marketing in online and digital contexts is still limited. In practice, sensory stimulus such as attractive images and informative copywriting narratives are often used in online and digital content because they have the power to 'turn on' products. This research is expected to contribute to the study of sensory marketing in the online and digital context and also become input for marketers in designing sensory-based marketing strategies for omnichannel consumers.

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Section: Omnichannel Consumer Experiencementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Sensory Marketing for the Omnichannel Consumer Experience: Benefits and Ways Forward

Hutabarat,

Adelina

2023

Advances in Social Science, Education and Humanities Research

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Increasing Millennial Consumers’ Patronage Intention on Omnichannel Groceries

Gunawan,

Natalie

2024

E3S Web Conf.

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Interaction between online and offline is more important than before, where omnichannel has now become the ‘rule’ and not the exception, since most of nowadays consumers which are dominated by millennials are the omnishoppers type. The purpose of this study is to find out the factors that influence patronage intention of millennial consumers in omnichannel groceries and formulate the market segmentation based on these factors. Research data is collected using online questionnaire distributed to 288 respondents, while the data analysis methods used in this study are SEM-PLS and K-means cluster analysis. The results of this study show that channel integration, retailscape, promotional tools, and customer service have significant effects on the patronage intention of millennial consumers on groceries in the omnichannel context, so that these consumers are segmented into convenience-seeking omnishoppers, benefit- oriented omnishoppers, and attribute-observing omnishoppers.

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