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Omnichannel firms are increasingly using channel integration to provide a seamless experience in the consumer journey. Firms such as Ikea or Zara have reported success through integrating stores and online platforms. Research also stresses the role of accessible channel integration for consumers, while omnichannel firms realize advanced integration, where channels work seamlessly together, often at the same time.

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Study 2: Links and Effects of Channel Integration in the Pre-Purchase and Purchase Stages of Omnichannel Retailers

  • 章节

  • 发表日期：

    2025年

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  • Nils Fränzel

摘要

Omnichannel firms are increasingly using channel integration to provide a seamless experience in the consumer journey. Firms such as Ikea or Zara have reported success through integrating stores and online platforms. Research also stresses the role of accessible channel integration for consumers, while omnichannel firms realize advanced integration, where channels work seamlessly together, often at the same time.