Omnichannel Customer Switcher Profiles and Their Journeys

Nguyen Thi Van Anh (), Robert McClelland () and Nguyen Hoang Thuan ()
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Nguyen Thi Van Anh: RMIT University, The Business School
Robert McClelland: RMIT University, The Business School
Nguyen Hoang Thuan: RMIT University, The Business School

Chapter 5 in Customer Switching Behaviours in Omnichannel Retailing, 2026, pp 75-97 from Springer

Abstract: Abstract This chapter embraces the critical role of customer segmentation in modern marketing. In the omnichannel retailing context, segmentation becomes even more crucial because the shopping journey has become increasingly complicated as customers seamlessly switch between channels. This chapter segments omnichannel switchers, defined as customers who use at least two channels during a single shopping journey, to identify how different segments seek different values and benefits during channel switching. Drawing on qualitative interviews, focus groups, and survey data analysed using the means-end chain theory and multiple correspondence analysis, the research maps the journeys, behaviours, and preferences of four switcher segments: digital switchers, showroomers, webroomers, and offline switchers. The findings provide three key contributions: first, a clear identification of omnichannel switcher segments; second, an understanding of the values and motivations driving switching behaviour of different segments; and third, actionable insights for marketers and retailers to design personalized customer journeys that enhance engagement and retention. This chapter uncovers the journeys and practical strategies that can guide effective omnichannel marketing and optimize customer experience.

Date: 2026
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DOI: 10.1007/978-981-95-5949-7_5

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