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EMAC 2020 Regional Conference

Seamless Shopping in Omnichannel Retailing: The effect of Channel Integration on Consumers’ Responses

Published: September 16, 2020


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


channel integration; seamless shopping; omnichannel


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