Omnichannel retailer brand experience: conceptualisation and proposal of a comprehensive scale

In the omnichannel era, retailers have increased opportunities to provide unique brand experiences using a multiplicity of offline and online channels and touchpoints. Although the concept of brand experience is clearly defined, some authors have demanded a revision of the way in which it is measured to capture the complex brand experiences provided by omnichannel retailers. This paper follows a comprehensive process of scale development to suggest a retailer brand experience scale within the omnichannel context, focusing on single-brand retailers as they are able to provide richer shopping experiences. Our validated scale consists of 19 items grouped into eight dimensions: sensory, affective, intellectual, behavioural, lifestyle, pragmatic, relational, and social. This scale widens the existing domain of the brand experience construct by incorporating aspects of experience facilitated by the expanding number of digital media and channels that have augmented the physical channel in the omnichannel retail context. We conclude by proving that omnichannel retailer brand experience has positive impacts on customer satisfaction and loyalty.