The transition to omnichannel marketing : the future customer experience
Siltanen, Raakel (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052214561
https://urn.fi/URN:NBN:fi:amk-2024052214561
Tiivistelmä
The purpose of this study was to understand how retailers can improve their customer experience by transitioning to omnichannel marketing. This study will evaluate can companies achieve a true omnichannel experience that customers are looking for despite the identified challenges in the transition.
This study was carried out with qualitative methods since the result can be subjective, and there is no concrete way to measure the level of omnichannel marketing or how it can be achieved. The research methods used were individual interviews and case studies.
The results of the interviews and case studies show a demand for integrated experience from the customers’ side. All the interviewed respondents were looking for faster and easier customer experience and needed to use the different channels as they wanted to decide on the final purchase. The retailers were actively making efforts to integrate the channels to make the experience consistent and easier, but the customers still found room for improvement, especially in relation to product information and delivery.
The author recommends that retailers make efforts to integrate all aspects of the business when transitioning to omnichannel marketing. Making the purchase process efficient for the customer is key to success. Faster delivery and integrated information in all channels will make it easier to shop using any combinations of channels and still get the same experience.
This study was carried out with qualitative methods since the result can be subjective, and there is no concrete way to measure the level of omnichannel marketing or how it can be achieved. The research methods used were individual interviews and case studies.
The results of the interviews and case studies show a demand for integrated experience from the customers’ side. All the interviewed respondents were looking for faster and easier customer experience and needed to use the different channels as they wanted to decide on the final purchase. The retailers were actively making efforts to integrate the channels to make the experience consistent and easier, but the customers still found room for improvement, especially in relation to product information and delivery.
The author recommends that retailers make efforts to integrate all aspects of the business when transitioning to omnichannel marketing. Making the purchase process efficient for the customer is key to success. Faster delivery and integrated information in all channels will make it easier to shop using any combinations of channels and still get the same experience.