Description
Customer Experience in Omnichannel Retailing: A Mixed-Methods Approach to Understanding Consumer Preferences
Abstract
Omnichannel retailing business is buzzing in markets focusing on creating seamless shopping support across different channels. However, the significant benefit of the platform is addressing customer preferences. The shopping process continues through an online website, mobile device, or visiting the store personally for a customized experience. Seamless retailing unifies various retail media across the available channels. For example, retailers use customized information to personalize the buying experience of customers. Moreover, the information shared about the brand is consistent in addressing the recommendations to promote products according to previous purchases.
Omnichannel selling integrated buyer profiles from different data sources in a unified view. Therefore, the transition across various omnichannel touchpoints is seamless without friction. These allow customers to add products to carts for continuous purchases. This paper applies mixed research methodology to emphasize customer experience created through omnichannel retail processes. Additionally, the strategic implementation of omnichannel businesses needs suitable technology and architecture. Another important point of omnichannel retailing is to observe the impact of key characteristics.
Retailing through multiple sales platforms needs aligning and collaborating with various departments in the company. This ascertains different touchpoints in sync making complete business move towards delivery of integrated user experience. Furthermore, customers are provided with convenient switching across platforms. The quantitative part of this study includes developing a questionnaire and seeking answers from various multi-platform buyers. The convenience and satisfaction levels with omnichannel selling are studied statistically according to responses. Besides, these are correlated with the qualitative study including customers and retailers. The semi-structured interviews reveal a response to map with empirical results of qualitative study. Finally, the research concludes with results revealing customer experience. In summary, the paper details recommendations for omnichannel retailers to enhance the shopping experience and customer satisfaction with loyalty and profits.
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