The conceptualisation of using a holistic hybrid (Omni-channel) approach

This paper investigates how retailers can enhance customer experience using a holistic hybrid approach. By using an integrated approach and joining up the customer experience, retailers can improve engagement with customers and increase convenience. The way customers shop is evolving with the spread of the internet, social media, smart phones and tablets, customers have access to information and shopping sources 24 hours a day. The technological advances in mobile devices enable customers to instantly access and download information, make purchases online and engage in online services (Rose, Hair & Clark 2011). The importance of what affect a holistic hybrid approach could have on a customer’s satisfaction and how this approach could help build loyalty and trust for a retailer needs exploring. Omni-channel is receiving significant attention from practitioners and retailers and is different from a multi-channel approach. Retailers are in need of a better integrated approach as customers are now expecting more, by having a multi-channel presence is not enough; customers expect a seamless, consistent experience across all channels (Arthur, 2012). There is lack of academic research on what the effects of an Omni-channel approach has on customer experience.