Framework

Omnichannel customer journey

The question it answers

When shoppers research on mobile, browse online and buy in store, how should a retailer's team join up its channels so one purchase feels seamless?

Origin
Verhoef, Kannan and Inman, 2015
Diagram type
Process by phase
Level of analysis
Firm
Topics
Marketing & sales
Megaphone aimed at a glass target, icon for marketing and sales

Diagram

Omnichannel customer journey

  1. One purchase
  2. ResearchMobile to web
  3. ShopOnline
  4. BuyIn store, with the chance to add purchases
  5. Pick-upThrough a physical channel
  6. ServiceBack online, returns in store

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Harvard Business Review (2016) How to make the most of omnichannel retailing. Harvard Business Review.No DOIhbr.orgSource page
  2. Verhoef, P.C., Kannan, P.K. and Inman, J.J. (2015) ‘From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing’, Journal of Retailing, 91(2), pp. 174–181.doi:10.1016/j.jretai.2015.02.005Source page