The Impact Mechanism of Omnichannel Marketing Integration on Customer Shopping Experience

Ziyue Li ()
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Ziyue Li: Boston University

A chapter in Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), 2025, pp 1000-1008 from Springer

Abstract: 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.

Keywords: Omnichannel marketing; Customer shopping experience; Channel integration; Customer satisfaction; Personalization; Customer loyalty (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-888-2_97

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