Designing a seamless shopping journey through omnichannel retailer integration

Little is known about how omnichannel retailers should integrate their channels to provide their customers with seamless shopping journeys, or how this can impact desirable consumer behaviors. This gap in knowledge can be of significant concern for retailers due to the investment required in omnichannel and the potential negative impacts on their performance. This article explores the concept of the seamless shopping journey and proposes a valid and reliable measurement scale. By analyzing retailers’ omnichannel strategies and their consumers’ perceptions of seamless shopping, we show how retailer omnichannel integration strategies directly affect customers’ seamless shopping journey perceptions. Customers who perceive shopping as seamless are more engaged, likely to buy more and less likely to switch to another retailer. Our work offers actionable guidance to retailers seeking to enhance their omnichannel strategies and to achieve a seamless shopping journey.