Retailers’ asymmetrical integration of in-store and mobile channels: the moderating effects of search and experience goods

This research examined a specific case of retailers’ digitalization, that of in-store–mobile channel asymmetrical integration (ISMCAI), a growing strategy in practice that has received scant attention in extant literature. ISMCAI retailers’ online/mobile channels are integrated with the shopping experience in their physical stores, in which an asymmetrical assortment strategy is the goal, such that customers can enjoy both a physical shopping experience and access to the digital store through tablet kiosks or mobile apps to order products not offered in the brick-and-mortar stores. This research comprises three studies that demonstrate that ISMCAI creates cross-channel synergies by increasing purchase intentions, perceived convenience, and perceived assortment variety, and by decreasing customer anger. However, these studies also highlight ISMCAI’s potential downsides: shoppers with less experience shopping online and shoppers seeking experiential products receive fewer benefits from this type of digitalization.