Engaging Omni-channel Consumers During Purchase Decisions

Previously, bricks and mortar stores enabled consumer to touch and feel the products. Today, Internet e-commerce retailers attract consumers with more product choices, lower prices, and more detailed product information. Increasing numbers of consumers empowered with digital technologies, constantly search information and compare prices online, experience products in bricks and mortar stores, and make final purchase through different channels. The distinct boundaries across different shopping channels are vanishing. Specifically, consumers switch between different channels and touch points constantly, interchangeably, and simultaneously, who are considered as omni-channel consumers. Firms are trying to fully capture the enormity of the digital opportunity and better understand the consumer's journey to purchase, especially, at what point along the journey, the customers can be easily influenced, and how to interact, especially given the consumer the supporting technologies such as smart phones and tablets that are readily available to the consumer. This study developed and validated a touch points based customer experience (TPE) model in today's omni-channel retailing environment.