Omni-Interaction Strategy to Create Holistic Omnchannel Consumer Experience

Gunawan, Djohan and Mursitama, Tirta Nugraha and Maulana, Amalia and Hamsal, Mohammad (2021) Omni-Interaction Strategy to Create Holistic Omnchannel Consumer Experience. In: ICITID 2021, 30 August 2021, Yogyakarta, Indonesia.

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Technology changes are impacted to all aspect of our life. In marketing called this period as the era of Marketing 4.0, which is a marketing approach that combines online, and offline interaction. This changes transformed the retailing landscape from offline become online and now online offline or omni-channel with click and mortar model. The strategy of omni-channel can have a interaction effect on retail, where a consumer’s experience is properly enhanced through the simultaneous use of all available distribution channels as well as through perceived informativeness via online media, affordable via online at portable devices, and accessibility which make the experience unique and prompt consumers to shop comfortably anytime, anywhere. This paper aims to exploring the factors that have online and /or offline or Omni-interaction during the shopping for Omni-experience. The research was tested with a sample of data collected from a survey of omni-channel consumer. The finding indicate that the key determinants of omni-channel interaction has a significant impact on shopping experience mediating by perceived informativeness, affordable, and accessibility. The results contribute to the literature by providing a description of adoption omni-channel required understands consumers and their experiences, create comprehensive process of omni-channel retailing that makes it easy for consumers and retailer.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: omni-channel consumer retail experience interaction perceived informativeness affordable and accessibility
Subjects: T Technology > T Technology (General)
Depositing User: EAI Editor IV
Date Deposited: 12 Jan 2022 11:04
Last Modified: 12 Jan 2022 11:04

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