The Impact Mechanism of Omnichannel Marketing Integration on Customer Shopping Experience

DOI

10.2991/978-94-6463-888-2_97How to use a DOI?

Keywords

Omnichannel marketing; Customer shopping experience; Channel integration; Customer satisfaction; Personalization; Customer loyalty

Abstract

In today’s retail landscape, digital and physical channels have converged into the new marketing strategy called omnichannel marketing. This paper delves into the underlying mechanisms behind the customer shopping experience. It says that an omnichannel strategy that is seamlessly integrated, consistent, personalized, and convenient everywhere helps enhance the customer’s cognitive, emotional, and behavioural experiences, and that creates more satisfied customers and customer loyalty and advocates. This paper synthesizes existing literature into a conceptual model of omnichannel integration, which consists of four core dimensions: channel transparency, cross-channel service consistency, integrated customer data management, and unified marketing communications. It also looks at how these things change different parts of the customer shopping trip, starting with pre-purchase information search to post-purchase behaviours. Notably, the key impact mechanisms are the most important part of the impact process is reduced customer effort and enhanced perceived value. Four data tables support the thesis, illustrating correlations between omnichannel integration levels and customer experience metrics, as well as differences in loyalty between omnichannel and multi-channel environments. The results stress the demand on retailers to move beyond a multi-channel presence towards an actual integrated omnichannel effort to create a far better customer experience and gain a lasting competitive edge. The article ends with talking about the major managerial importance of the findings and offering some concrete ideas for more research about this growing field.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Ziyue Li
PY  - 2025
DA  - 2025/12/03
TI  - The Impact Mechanism of Omnichannel Marketing Integration on Customer Shopping Experience
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 1000
EP  - 1008
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_97
DO  - 10.2991/978-94-6463-888-2_97
ID  - Li2025
ER  -