Transferring in-store experience to online: An omnichannel strategy for DIY customers’ enhanced brand resonance and co-creative actions

Taewon Suh and Masoud Moradi

Journal of Business Research, 2023, vol. 168, issue C

Abstract: This study aims to create a unified customer experience across in-store and online channels through an academic-practice collaboration. To achieve this goal, the study focuses on identifying a synergistic solution for transferring experience between channels. For the sake of practitioners, the study identifies DIY customers as a suitable segment for the initial stage of the transfer and suggests channel ownership be redesigned to be customer-driven. To investigate this topic, the study analyzes a customer sample drawn from a CRM database, using a comprehensive research model to transfer in-store experience to online channels and enhance customers' co-creation and brand resonance. The results of the study provide a strategic framework for orchestrating customers' experiences throughout their journey by segmenting and profiling customers in an omnichannel strategy.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:168:y:2023:i:c:s0148296323005969

DOI: 10.1016/j.jbusres.2023.114237

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