HOLISTIC HYBRID (OMNI-CHANNEL) APPROACH TO RETAILING AND CUSTOMER EXPERIENCE: A REVIEW, CONCEPTUAL FRAMEWORK AND FUTURE RESEARCH DIRECTIONS

The manner in which customers shop is evolving and there has been an increase in customers shopping online and in physical shops using a multi-channel approach (Hsiao, Yen & Li, 2012). Customers now shop using mobile phones, tablets and have access to shopping sources 24 hours a day. Multi-channel shopping is where customers use multiple channels such as online, in-store, catalogues or mobile devices to purchase products or services (Zhang et al., 2010). Research has shown that multi-channel strategies enhance customer’s satisfaction and retailer loyalty (Wallace, Giese & Johnson 2004). With the advances of technology and the internet there has been an increase in customers shopping online. More than 80% of US retailers sell merchandise through multi-channels and 94% of the “winners” (best financial performance) are multi-channel retailers (Zhang et al., 2010). Multi-channel retailing generates more sales and profit compared to a single-channel approach (Kim, Park & Pookulangara, 2005). Retailers use multi-channel approaches to engage with customers and can maximise profit compared to a single-channel approach. Where customers shop across multiple product categories they are more likely to shop via multi-channels and more likely to migrate to a new channel (Kumar & Venkatesan, 2005).