Omni-channel customer experience: An investigation into the use of digital technology in physical stores and its impact on the consumer's decision-making process

Increasing use of mobile devices and the evolution of digital technology not only change the way consumers engage with brands and retailers but also how they shop. More marketers and retailers are experimenting with Omni-channel tools to close the gap between online and offline shopping. This research provides an overview of the Omni-channel landscape in Europe and the United States and identifies digital elements embedded into retailers' physical stores. We examine the salience of in-store technology, its impact on consumer decision-making process, and its effect on the customer shopping experience. Our major findings are that most High street shoppers are generally technology-savvy Omni-channel consumers who are constantly connected. They expect retailers to provide them with opportunities to purchase anytime and anywhere. Nevertheless, when it comes to customer service and product queries, interactive in-store technology is the third choice after real sales staff and their own mobile devices. This study makes a valuable contribution by laying out where the challenges of Omni-channel retailing remain—namely making the technology easier to use, faster, and more fun. In this area, more research needs be done to better understand how the omni-channel world broadens the scope of channels, and how it influences customer/brand/retail interactions and innovative new paths to purchase