Multichannel customer experience in retail settings: An integrated in-store and off-store approach

The enhancement of shopping experiences across channels and through effective brand strategies plays a crucial role in the evolving retail environment. By identifying a conceptual model of in-store and off-store channel design, the authors seek to expand our understanding of how integrated channel activities can strengthen consumer’s relationship with brands and retailers. Academics, as well as practitioners, would benefit from investigating the relationships between customer experience across manufacturer and retailer’s channels and the key constructs underling a strategic alignment between the two parties. Further research and managerial implications are suggested to fulfil multichannel customer experiences.