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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.