Relationship Between Consumer Touchpoints and the Dynamic Channel-switching Behavior of Consumers in the Modern Omnichannel Environment

Abstract

The purpose of this qualitative grounded theory study was to understand the relationship between consumer touchpoints and the dynamic channel-switching behavior of consumers in the modern omnichannel environment. Retailers experience difficulty and risk as omnichannel shoppers dynamically switching from one retailer to another retailer, and dynamically engage with multiple distribution channels simultaneously as well as sequentially. Three emerging themes were identified as shared experiences were observed in this qualitative grounded theory. The views and experiences of 17 retail executives across 12 retail categories and 73 consumers were analyzed within theoretical frameworks of channel choice theory and consumer buyer decision making process theory. What is the relationship between customer touchpoints and dynamic consumer channel-switching behavior amongst omnichannel shoppers? How can channel managers better manage customer touchpoints to retain dynamic channel-switching consumers within their omnichannel? Three key themes emerged from the study, expanding the existing literature on omnichannel consumer behavior; individual touchpoints are generally hygiene factors, touchpoints must facilitate a positive user experience, and touchpoints must facilitate a positive user lifestyle. Channel managers must better touchpoints to optimize the consumer experience throughout the omnichannel environment; regardless of where the consumer experience begins or ends. Customers increasingly expect the same performance and opportunity to interact with the retailer across all channels. Consumers are generally satisfied with their online component of their omnichannel experience and see opportunities for improvement in areas of personalization and in-store experience.