Evaluating seamless omnichannel shopping experience

Salla Rönkä; Minna Isomursu; Mari Ervasti; Juha Häikiö

Evaluating seamless omnichannel shopping experience

Salla Rönkä, Minna Isomursu, Mari Ervasti, Juha Häikiö

VTT Technical Research Centre of Finland

Research output: Contribution to conference › Conference article › Scientific › peer-review

Abstract

The retail industry has evolved from traditional physical stores through the emergence of electronic commerce into a combination of physical and digital channels. The new term to describe the phenomenon, driven by new digital devices, technologies and technology-savvy shoppers who expect to be able to seamlessly move between channels, is "omnichannel". Creating an omnichannel experience requires deep understanding of the customers' shopping process so that the channels can be seamlessly integrated to support it. In this paper we set out to identify the factors that constitute and affect a seamless omnichannel experience so that these can be used in examination of seams and bridging them.

Original language	English
Pages	1-20
Publication status	Published - 2013
MoE publication type	Not Eligible
Event	XXIII International Conference of RESER, Finding Growth Through Service Activities In Barren Times, RESER 2013 - Aix en Provence, France Duration: 19 Sept 2013 → 21 Sept 2013

Conference

Conference	XXIII International Conference of RESER, Finding Growth Through Service Activities In Barren Times, RESER 2013
Country/Territory	France
City	Aix en Provence
Period	19/09/13 → 21/09/13

Cite this

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author = "Salla R{\"o}nk{\"a} and Minna Isomursu and Mari Ervasti and Juha H{\"a}iki{\"o}",

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Evaluating seamless omnichannel shopping experience. / Rönkä, Salla; Isomursu, Minna; Ervasti, Mari et al.
2013. 1-20 Paper presented at XXIII International Conference of RESER, Finding Growth Through Service Activities In Barren Times, RESER 2013, Aix en Provence, France.

Research output: Contribution to conference › Conference article › Scientific › peer-review

TY - CONF

T1 - Evaluating seamless omnichannel shopping experience

AU - Rönkä, Salla

AU - Isomursu, Minna

AU - Ervasti, Mari

AU - Häikiö, Juha

N1 - Project code: 79050

PY - 2013

Y1 - 2013

N2 - The retail industry has evolved from traditional physical stores through the emergence of electronic commerce into a combination of physical and digital channels. The new term to describe the phenomenon, driven by new digital devices, technologies and technology-savvy shoppers who expect to be able to seamlessly move between channels, is "omnichannel". Creating an omnichannel experience requires deep understanding of the customers' shopping process so that the channels can be seamlessly integrated to support it. In this paper we set out to identify the factors that constitute and affect a seamless omnichannel experience so that these can be used in examination of seams and bridging them.

AB - The retail industry has evolved from traditional physical stores through the emergence of electronic commerce into a combination of physical and digital channels. The new term to describe the phenomenon, driven by new digital devices, technologies and technology-savvy shoppers who expect to be able to seamlessly move between channels, is "omnichannel". Creating an omnichannel experience requires deep understanding of the customers' shopping process so that the channels can be seamlessly integrated to support it. In this paper we set out to identify the factors that constitute and affect a seamless omnichannel experience so that these can be used in examination of seams and bridging them.

M3 - Conference article

SP - 1

EP - 20

T2 - XXIII International Conference of RESER, Finding Growth Through Service Activities In Barren Times, RESER 2013

Y2 - 19 September 2013 through 21 September 2013

ER -

Evaluating seamless omnichannel shopping experience

Abstract

Conference

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