Omnichannel Shopping Experience: An Exploratory Study on a Generation Z Sample

Abstract

The increasing adoption of new technologies, such as mobile and smart equipment and social networks, and the increasing deployment of technological solutions in stores create new opportunities and challenges for retailers. As the separation between online and physical channels faints, the omni-channel approach is gaining ground, seeking to deliver a seamless customer experience regardless of the channel. Considering the integration of channels, the impact of mobile technologies, the importance of social media, the changing role of physical stores and the need to respond to new consumer requirements, this article explores the omnichannel phenomenon with a focus in the new generation of digital natives, Generation Z, suggesting questions for further research and opportunities for formulating marketing strategies suited to ongoing developments.