HOW TO RETAIN CUSTOMERS IN OMNICHANNEL RETAILING: CONSIDERING THE ROLES OF BRAND EXPERIENCE ‎AND PURCHASE BEHAVIOR ‎

1. HOW TO RETAIN CUSTOMERS IN OMNICHANNEL
RETAILING: CONSIDERING THE ROLES OF BRAND
EXPERIENCE AND PURCHASE BEHAVIOR
Journal of Retailing and Consumer Services
Published in August 2022

2.  Brands continuously invest in various customer experiences to customer retention.
 Omnichannel strategy offers an effective option
 In a recent report comparing uses of channels, consumers’ average online consumption of omnichannel
has increased by 10%, and the average consumption of physical stores has increased by 4%
(Kang, 2019).
 Consumers can use a variety of channels to search, compare, or buy a product they plan to purchase,
touchpoints provide interaction opportunities for brands and customers
 Omnichannel marketing aims to provide a completely seamless and consistent customer experience.
 Synchronized channel-management model that integrates all available channels and presents a single
face to customer.
INTRODUCTION

3.  Despite these benefits, many issues remain to be addressed with regard to the relationships of omnichannel
marketing strategies with customer experiences and behavioral intentions.
 Little research has explored how to retain customers through different brand experiences in an omnichannel
environment; the current study aims to address this research gap.
 Fundamental questions, our research thus considers:
 How do customers respond to omnichannel marketing strategies?
 How do these strategies foster long-term company–customer partnerships?
BRIEF OVERVIEW
INTRODUCTION

4.  The research proposes three key elements of omnichannel retailing: integration, interaction, and
individualization, and explores the effect of various omnichannel elements on brand experience
and customer retention, considering the moderating role of customer purchase behavior.
 Adopted SOR paradigm to explore the mechanism of omnichannel retailing on customer retention
BRIEF OVERVIEW
OBJECTIVE

5. OMNICHANNEL RETAILING
An integrated sales experience that melds the advantages of physical stores with the information-rich
experience of online shopping (Rigby, 2011)
BRAND EXPERIENCE
Internal, subjective, and behavioral reactions of consumers that result from direct and indirect
interactions with brand-related stimuli, including brand design, logo, characters, packaging, or
background. Brand experiences can predict consumer behavior, improve customer satisfaction foster
repurchase behavior and create brand loyalty.
CONCEPTS

7. RESEARCH MODEL

8. RESEARCH MODEL

9. RESEARCH METHODOLOGY: Study -1
Sr. Brand Genera No.
1 cosmetics 28
2 clothing 24
3 food 18
4 electronics 13
5 shopping center/platforms 11
6 stationery/bookstore 8
7 automobile 5
Total 107
 Target Population: customers who have had
omnichannel brand shopping experiences
 Country : Taiwan
 Mode: online survey
 Total No. of Sample: 595 respondents
 Respondents provided 107 retail brands

10. RESULTS AND ANALYSIS
Hypothesis
Path estimates t-values Test results
H1a: Integration → sensory .153** 3.742 Supported
H1b: Integration → affective .135** 3.336 Supported
H1c: Integration → intellectual .145** 3.599 Supported
H1d: Integration → behavioral .106* 2.529 Supported
H2a: Individualization → sensory .255** 5.996 Supported
H2b: Individualization → affective .259** 6.126 Supported
H2c: Individualization → intellectual .252** 6.004 Supported
H2d: Individualization → behavioral .244** 5.577 Supported

11. Hypothesis Path estimates t-values Test results
H3a: Interaction → sensory .315** 8.035 Supported
H3b: Interaction → affective .335** 8.598 Supported
H3c: Interaction → intellectual .343** 8.880 Supported
H3d: Interaction → behavioral .328** 8.139 Supported
H4a: Sensory → retention .114** 3.403 Supported
H4b: Affective → retention .184** 5.461 Supported
H4c: Intellectual → retention .275** 8.126 Supported
H4d: Behavioral → retention .284** 8.729 Supported
RESULTS AND ANALYSIS

12. RESULTS AND ANALYSIS

13. RESULTS AND ANALYSIS

14. RESULTS AND ANALYSIS

15. IMPLICATIONS
 Create effective omnichannel strategies for retailers: In their efforts to enhance omnichannel retailing
outcomes, managers should optimize efficiency across online and offline channels to enhance customer
experiences, through integration, individualization, and interaction.
 Retain customers by improving brand experiences: An omnichannel strategy also is crucial to consumers’
brand experience, which greatly affects customer retention. Retailers need to consider brand experiences when
managing physical stores and online channels, perhaps with the integration of new digital technologies.
 Align omnichannel strategy with customer purchase behavior: By exploring omnichannel customers’
responses across purchase behaviors, this research identified that consumers’ purchase behavior clearly affects
the impact of companies’ omnichannel strategies on customer retention.

16. LIMITATIONS & FUTURE DIRECTIONS
1. Future studies should include populations from different countries and backgrounds to explore potential
differences.
2. researchers might include other types of guidelines (e.g., videos) to illustrate real omnichannel examples and
help respondents understand and effectively evoke their own previous shopping experiences.
3. Current Research consider the links among three omnichannel elements, brand experiences, and retention;
additional research might also address how other factors, such as product categories, customer attributes, or
price, might influence these relationships too.