One size fits all? Understanding shopper responses towards integration activtites in omnichannel retailing

Abstract: Contemporary shopper journeys often entail myriad interactions, including online or offline stores, smartphone applications, social media platforms and mass communication. Shoppers typically expect to shop seamlessly across interactions, leading retailers to develop omnichannel strategies focused on integrating such interactions. This thesis investigates shopper responses, linked to sales- and brand-related outcomes, towards these integration attempts, seeking to determine if these responses are dependent on four distinct aspects in the shopping situation: type of purchase made by the shopper, how well-planned the purchase is, the shopper’s smartphone shopping expertise and the location of the shopper. The shopping behavior literature suggests that shoppers respond differently towards marketing, depending on their shopping situation. However, a common belief in both omnichannel research and practice is that integration across interactions is preferable in all situations. This thesis contributes to research and practice by examining if and when shopper responses towards retailers’ integration activities can be dependent upon the shopping situation. The empirical results from five articles consisting of eight experimental studies indicate that a one-size-fits-all integration strategy is not universally applicable. The overall patterns demonstrate that retailers will gain more by focusing on integration activities targeted towards shoppers who purchase utilitarian products, make planned purchases, have less experience in using their smartphone while shopping, and are located outside the store. The findings can be used as a guide for retailers in the design of their integration activities.