A1 Journal article (refereed)
Omnichannel experience : Towards successful channel integration in retail (2019)

Tyrväinen, O., & Karjaluoto, H. (2019). Omnichannel experience : Towards successful channel integration in retail. Journal of Customer Behaviour, 18(1), 17-34. https://doi.org/10.1362/147539219X15633616548498

JYU authors or editors

Publication details

All authors or editors: Tyrväinen, Olli; Karjaluoto, Heikki

Journal or series: Journal of Customer Behaviour

ISSN: 1475-3928

eISSN: 1477-6421

Publication year: 2019

Volume: 18

Issue number: 1

Pages range: 17-34

Publisher: Westburn Publishers Ltd.

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1362/147539219X15633616548498

Publication open access: Not open

Publication channel open access:

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/66946


This study examines omnichannel experiences in retail. The retail market has changed significantly since digitalisation: internet markets reveal price differences, provide product information, and offer comparison possibilities. The purpose of the present study is to theorise how retailers should integrate online and offline store channels to provide the best omnichannel experience. Empirical data for this study were collected through 20 semi-structured themed interviews conducted with customers who have visited both the online and the physical stores of the same retailer. The data were analysed through content analysis. Overall, the findings provide several managerial insights into omnichannel management. According to the results, customers expect online and offline channels to support each other. They are using their mobile devices to visit online channels while in physical stores to compare prices and products, and expect to see the same products and prices in both channels. They want their experience to be seamless. The results also highlight the importance of channel integration in enhancing positive brand experiences.

Keywords: retail trade; distribution channels; multichannel; brands; customer experience

Free keywords: brand experience; omnichannel management; omnichannel retail

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2019

JUFO rating: 1

Last updated on 2023-10-01 at 15:53