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

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Imagen de portada del número Las comunicaciones en el nuevo paradigma de marketing.
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Published: 01-07-2017
Accepted: 20-06-2017
DOI: https://doi.org/10.7195/ri14.v15i2.1070
Keywords:
Omni-channel, Customer experience, Omni-shopper, Customer journey, Interactive technologies, Engagement
Supporting Agencies
Comunidad Autónoma de La Rioja
Dimensions

Main Article Content

Ana Mosquera
University of La Rioja image/svg+xml
https://orcid.org/0000-0003-3177-0211 (unauthenticated)
Cristina Olarte Pascual
University of La Rioja image/svg+xml
https://orcid.org/0000-0002-9853-0266 (unauthenticated)
Emma Juaneda Ayensa
University of La Rioja image/svg+xml
https://orcid.org/0000-0002-8580-8302 (unauthenticated)

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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Article Details

Issue

Vol. 15 No. 2 (2017): Communications in the new marketing paradigm. Experiences, relevance, engagement and personalization

Section

Monograph

Author Biographies

Ana Mosquera, University of La Rioja

Ph.D. candidate in the Marketing Department
(University of La Rioja)

Cristina Olarte Pascual, University of La Rioja

Associate Professor in the Department of Marketing
(University of La Rioja)

 

Emma Juaneda Ayensa, University of La Rioja

Professor in the Department of Economics and Business
(University of La Rioja)

How to Cite

Mosquera, A., Olarte Pascual, C., & Juaneda Ayensa, E. (2017). Understanding the customer experience in the age of omni-channel shopping. Journal ICONO 14, 15(2), 92-114. https://doi.org/10.7195/ri14.v15i2.1070

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