Summary of the article "Understanding omni-channel shopping value"

Understanding omni-channel shopping value
Hure et al. (2017)

Introduction
Moving across multill channlls and touchioints is blcoming thl norm for consumlrs who now
lxilct to travll consistlnt and slamllss shoiiing journlys among thlsl channlls and lxilrilncl
what arl callld omni-channll journlys. Thl study aims to addrlss thl two following rlslarch
qulstons:
 How can omni-channll shoiiing valul bl modlllld?
 How can omni-channll shoiiing valul bl accuratlly mlasurld?

Literature Review
Thl shoiiing valul (SV) rlslarch dols not aiiroiriatlly caiturl omni-channll SV: most rlslarch
has considlrld valul in a singll-channll contlxt and thlrlforl has nlgllctld thl intlracton lflcts
arising whln consumlrs shoi in multill touchioints.

Dimlnsions of shoiiing valul:
 Utilitaria tval etiiee siin : thl task comillton asilct of thl shoiiing lxilrilncl;
 Hein ictval etiiee siin : thl shoiiing lxilrilncl's ability to oflr illasurl and fun;
 Sncialtval etiiee siin : valul obtainld through status and sllf-lstllm lnhanclmlnt.

Disiti ctivetfeat resitnftthetne ichcha eltsihnppi gtexiperie ce
 M ltichcha el: a silold stratlgy that oilratls channlls as indlilndlnt lnttls;
 Crnsisichcha el: intlgratls multill channlls to allow consumlrs to movl and collaboratl
through channlls and touch ioints;
 Oe ichcha el: lils at thl lxtrlml of thl contnuum. It is thl comilltl alignmlnt of thl
diflrlnt channlls and touchioints rlsultng in an oitmal brand-customlr lxilrilncl.




Thl rlslarchlrs conductld a litlraturl rlvilw on mult- cross- and omni-channll rltailing to idlntfy
and classify thl flaturls of omni-channll shoiiing comiarld to mult- and cross-channll rltailing.
Thly idlntild thrll kly silciic charactlristcs of omni-channll shoiiing:
 Its complexity dul to thl multill intlractons: thl numblr of touchioints usld by
consumlrs and dlvlloild by rltaillrs is incrlasing. Using multill touchioints consumlrs
lxhibit morl comillx shoiiing blhaviour (iartly dul to thl incrlasing usl of mobill ihonl
tlchnologils);
 Its focus on thl brand: thl focal ioint of an omni-channll shoiiing lxilrilncl is thl
rllatonshii bltwlln thl consumlr and thl brand. Thl lmihasis of omni-channll rltailing is
on thl intlrilay bltwlln channlls and brands. Consumlrs ilrclivl it as an lxilrilncl with
a brand rathlr than a channll. Thlrlforl branding blcomls morl imiortant;
 Its llvll of consistency and seamlessness: consistlncy (thl consumlrs’ ilrclivld cohlrlncl
of thl rltailing mix of touchioints) is lxilctld by consumlrs. An omni-channll shoiiing
lxilrilncl is considlrld to bl slamllss if thl consumlr can movl lfortllssly from onl
touch ioint to anothlr.