Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2020 Regional Conference


Seamless Shopping in Omnichannel Retailing: The effect of Channel Integration on Consumers’ Responses
(R2020-85061)

Published: September 16, 2020

AUTHORS

Helen Cocco, IESEG School of Management LEM-CNRS (UMR 9221); Nathalie Demoulin , IESEG SCHOOL OF MANAGEMENT, LEM-CNRS (UMR 9221)

KEYWORDS

channel integration; seamless shopping; omnichannel

ABSTRACT

Increasing competition in the retailing sector prompts retailers to implement omnichannel strategies to achieve seamless customer shopping experience. Retailers seek to integrate channels so that customers can seamlessly switch amongst them during the shopping journey. However, despite its prominence in practice, there is limited omnichannel research regarding how retailers can create seamless shopping and the beneficial consequences that can be gained from it. The purpose of this study is to establish the drivers and outcomes of seamless shopping experience. To achieve this goal, we find that seamless shopping leads to more loyalty, customer engagement, higher basket size, and a lower