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Challenging the "integration imperative": A customer perspective on omnichannel journeys

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  • Gasparin, Isadora
  • Panina, Ekaterina
  • Becker, Larissa
  • Yrjölä, Mika
  • Jaakkola, Elina
  • Pizzutti, Cristiane

Abstract

Omnichannel literature largely assumes that retailers should integrate touchpoints across channels to promote seamless experiences. This paper challenges this assumption by exploring how perceived journey integration affects customer experience in omnichannel retailing. A qualitative study reveals that two dimensions of journey integration—consistency and connectivity—interact to form four patterns of omnichannel journeys, each prompting distinct experiences. When looking at this phenomenon through the customer’s perspective, we find that there are cases in which low consistency or connectivity can trigger positive experiences, contradicting extant literature. We then formulate research propositions that challenge the “integration imperative†in the omnichannel literature and provide managerial implications for retail firms that want to improve their customers’ experiences.

Suggested Citation

  • Gasparin, Isadora & Panina, Ekaterina & Becker, Larissa & Yrjölä, Mika & Jaakkola, Elina & Pizzutti, Cristiane, 2022. "Challenging the "integration imperative": A customer perspective on omnichannel journeys," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    • Handle: RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003957
    DOI: 10.1016/j.jretconser.2021.102829
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    2. Zhang, Yue & Hu, Xiaojian & Yao, Gang & Xu, Liangcheng, 2024. "Coupon promotion and inventory strategies of a supplier considering an e-commerce platform's omnichannel coupons," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    3. Vyt, Dany & Jara, Magali & Mevel, Olivier & Morvan, Thierry & Morvan, Nélida, 2022. "The impact of convenience in a click and collect retail setting: A consumer-based approach," International Journal of Production Economics, Elsevier, vol. 248(C).
    4. Dany Vyt & Magali Jara & Olivier Mevel & Thierry Morvan & Nélida Morvan, 2022. "The impact of convenience in a click and collect retail setting: A consumer-based approach," Post-Print halshs-03624658, HAL.
    5. Zheng, Lu & Li, Yongfa, 2024. "Customer journey design in omnichannel retailing: Examining the effect of autonomy-competence-relatedness in brand relationship building," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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