Omnichannel como Estratégia de Marketing Baseada no Consumidor

estratégias omnichannel requerem entender como clientes usam múltiplos canais. Porém, a experiência do cliente nesse ambiente é pouco investigada, dificultando o desenvolvimento de diretrizes estratégicas e o avanço de teoria omnichannel. Este artigo oferece um panorama da literatura omnichannel e reflete sobre o conhecimento gerado da perspectiva do cliente.

Marco teórico:

baseamos a análise na pesquisa em experiência do cliente e jornada do cliente.

Método:

usando análise de conteúdo, revisamos criticamente 29 estudos sobre clientes omnichannel.

Resultados:

o foco na experiência do cliente em lojas físicas e on-line de uma empresa nos estágios de pré-compra e compra leva a uma noção limitada das jornadas envolvendo contatos dentro e fora do controle da empresa. Para lidar com a miopia, defendemos uma perspectiva do consumidor que se afaste do relacionamento com uma única empresa para enfatizar que consumidores interagem com vários atores para alcançar não apenas objetivos de compra, mas também de ordem superior (e.g., bem-estar).

Conclusões:

por meio da perspectiva do consumidor, delineamos caminhos de pesquisa para gerar insights sobre o consumidor. A agenda contribui para promover o marketing omnichannel como uma estratégia baseada no consumidor que seja sensível a questões atuais de consumidores e da sociedade.

Palavras-chave:
omnichannel; experiência do cliente; jornada do cliente; estratégia de marketing

Reference	Research topic	Scope of touchpoints^a		Stages of the customer journey	Customer outcomes	Methods	Theoretical background
Reference	Research topic	Int.	Ext.	Stages of the customer journey	Customer outcomes	Methods	Theoretical background
Li and Kannan (2014Li, H., & Kannan, P. K. (2014). Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research, 51(1), 40-56. https://doi.org/10.1509/jmr.13.0050 https://doi.org/10.1509/jmr.13.0050... )	Customers’ touches through multiple online channels before conversion	✓	✓	P1; P2	NA	Secondary data	Attribution models
Herhausen et al. (2015Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. (2015). Integrating bricks with clicks: Retailer-level and channel-level outcomes of online-offline channel integration. Journal of Retailing, 91(2), 309-325. https://doi.org/10.1016/j.jretai.2014.12.009 https://doi.org/10.1016/j.jretai.2014.12... )	Customer outcomes of online-offline channel integration	✓		P2	Perceived service quality; Perceived risk; Purchase intention	Experiment	Technology adoption models; Innovation diffusion theory
Blom et al. (2017Blom, A., Lange, F., & Hess, R. L., Jr. (2017). Omnichannel-based promotions’ effects on purchase behavior and brand image. Journal of Retailing and Consumer Services, 39, 286-295. https://doi.org/10.1016/j.jretconser.2017.08.008 https://doi.org/10.1016/j.jretconser.201... )	Customer response to omnichannel promotions	✓		P1; P2	Entertainment; Enjoyment; Brand attitude	Experiment	Congruity theory
Huré et al. (2017Huré, E., Picot-Coupey, K., & Ackermann, C.-L. (2017). Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, 39, 314-330. https://doi.org/10.1016/j.jretconser.2017.08.011 https://doi.org/10.1016/j.jretconser.201... )	Omnichannel shopping value	✓		P1; P2; P3	Shopping value	Interview; Survey	Shopping value
Barwitz and Maas (2018Barwitz, N., & Maas, P. (2018). Understanding the omnichannel customer journey: Determinants of interaction choice. Journal of Interactive Marketing, 43(1), 116-133. https://doi.org/10.1016/j.intmar.2018.02.001 https://doi.org/10.1016/j.intmar.2018.02... )	Customer’s choice of channels to interact with a service provider	✓	✓	P1; P2; P3	NA	Focus group; Interview	Means-end theory
Fernández et al. (2018Fernández, N. V., Pérez, M. J. S., & Vázquez-Casielles, R. (2018). Webroomers versus showroomers: Are they the same? Journal of Business Research, 92, 300-320. https://doi.org/10.1016/j.jbusres.2018.08.004 https://doi.org/10.1016/j.jbusres.2018.0... )	Showrooming and webrooming behaviors	✓	✓	P1; P2	NA	Survey	Elaboration likelihood model
Harris et al. (2018Harris, P., Riley, F. D., & Hand, C. (2018). Understanding multichannel shopper journey configuration: An application of goal theory. Journal of Retailing and Consumer Services, 44, 108-117. https://doi.org/10.1016/j.jretconser.2018.06.005 https://doi.org/10.1016/j.jretconser.201... )	Shopping motivation in omnichannel retailing	✓		P1; P2	NA	Interview	Goal theory
Flavián et al. (2019Flavián, C., Gurrea, R., & Orús, C. (2019). Feeling confident and smart with webrooming: Understanding the consumer’s path to satisfaction. Journal of Interactive Marketing, 47(1), 1-15. https://doi.org/10.1016/j.intmar.2019.02.002 https://doi.org/10.1016/j.intmar.2019.02... )	Webrooming behavior	✓		P1; P2	Confidence; Smart shopping feelings; Search process satisfaction	Interview; Survey; Experiment	Customer experience; Cognitive fit theory
Frasquet et al. (2019Frasquet, M., Ieva, M., & Ziliani, C. (2019). Understanding complaint channel usage in multichannel retailing. Journal of Retailing and Consumer Services, 47, 94-103. https://doi.org/10.1016/j.jretconser.2018.11.007 https://doi.org/10.1016/j.jretconser.201... )	Customer segmentation by patterns of channel usage to voice complaints	✓		P3	NA	Survey	Customer complaint behavior
Hallikainen et al. (2019Hallikainen, H., Alamäki, A., & Laukkanen, T. (2019). Individual preferences of digital touchpoints: A latent class analysis. Journal of Retailing and Consumer Services, 50, 386-393. https://doi.org/10.1016/j.jretconser.2018.07.014 https://doi.org/10.1016/j.jretconser.201... )	Customer segmentation by digital touchpoints preference	✓	✓	NS	NA	Survey	Technology readiness; Innovation diffusion theory
Herhausen et al. (2019Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty formation for different customer journey segments. Journal of Retailing, 95(3), 9-29. https://doi.org/10.1016/j.jretai.2019.05.001 https://doi.org/10.1016/j.jretai.2019.05... )	Customer segmentation by touchpoints usage	✓	✓	P1; P2	Satisfaction; Loyalty	Survey	Anticipated utility theory
De Vries and Zhang (2020De Vries, E. L. E., & Zhang, S. (2020). The effectiveness of random discounts for migrating customers to the mobile channel. Journal of Business Research, 110, 272-281. https://doi.org/10.1016/j.jbusres.2020.01.041 https://doi.org/10.1016/j.jbusres.2020.0... )	Customer response to channel migration stimuli	✓		P1; P2	Likelihood to switch channels	Experiment	Theory of psychological reactance
Farah and Ramadan (2020Farah, M. F., & Ramadan, Z. B. (2020). Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness. Journal of Retailing and Consumer Services, 53, 101973. https://doi.org/10.1016/j.jretconser.2019.101973 https://doi.org/10.1016/j.jretconser.201... )	Customer response to omnichannel solutions	✓		NS	Purchase impulsiveness; Affective experience; Word-of-mouth	Survey	Customer experience
Flavián et al. (2020Flavián, C., Gurrea, R., & Orús, C. (2020). Combining channels to make smart purchases: The role of webrooming and showrooming. Journal of Retailing and Consumer Services, 52, 101923. https://doi.org/10.1016/j.jretconser.2019.101923 https://doi.org/10.1016/j.jretconser.201... )	Showrooming and webrooming behaviors	✓		P1; P2	Smart shopping perceptions and feelings	Experiment	Customer experience
Goraya et al. (2020Goraya, M. A. S., Zhu, J., Akram, M. S., Shareef, M. A., Malik, A., & Bhatti, Z. A. (2020). The impact of channel integration on consumers’ channel preferences: Do showrooming and webrooming behaviors matter? Journal of Retailing and Consumer Services, Advance online publication. https://doi.org/10.1016/j.jretconser.2020.102130 https://doi.org/10.1016/j.jretconser.202... )	Customer response to channel integration	✓		P1; P2	Empowerment; Patronage intention	Survey	Self-determination theory
Hu and Tracogna (2020Hu, T. I., & Tracogna, A. (2020). Multichannel customer journeys and their determinants: Evidence from motor insurance. Journal of Retailing and Consumer Services, 54, 102022. https://doi.org/10.1016/j.jretconser.2019.102022 https://doi.org/10.1016/j.jretconser.201... )	Determinants of customer journeys in omnichannel retailing	✓	✓	P1; P2	NA	Survey	Customer journey
Miquel-Romero et al. (2020Miquel-Romero, M. J., Frasquet, M., & Molla-Descals, A. (2020). The role of the store in managing postpurchase complaints for omnichannel shoppers. Journal of Business Research, 109, 288-296. https://doi.org/10.1016/j.jbusres.2019.09.057 https://doi.org/10.1016/j.jbusres.2019.0... )	Customer choice of channels to voice post-purchase complaints	✓		P3	NA	Survey; Experiment	Customer complaint behavior; Stimulus-organism-response model
Quach et al. (2020Quach, S., Barari, M., Moudrý, D. V., & Quach, K. (2020). Service integration in omnichannel retailing and its impact on customer experience. Journal of Retailing and Consumer Services, 65, 102267. https://doi.org/10.1016/j.jretconser.2020.102267 https://doi.org/10.1016/j.jretconser.202... )	Customer response to omnichannel service integration	✓		NS	Flow; Perceived privacy risk; Loyalty	Survey	Flow theory; Hyperbolic discounting theory
Tyrväinen et al. (2020Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 102223. https://doi.org/10.1016/j.jretconser.2020.102233 https://doi.org/10.1016/j.jretconser.202... )	Customer response to omnichannel personalization	✓		NS	Cognitive and emotional experience; Word-of-mouth; Purchase intention	Interview; Survey	Customer experience
Valentini et al. (2020Valentini, S., Neslin, S. A., & Montaguti, E. (2020). Identifying omnichannel deal prone segments, their antecedents, and their consequences. Journal of Retailing, 96(3), 310-327. https://doi.org/10.1016/j.jretai.2020.01.003 https://doi.org/10.1016/j.jretai.2020.01... )	Customer segmentation by channels used to procure and use promotions	✓	✓	P1; P2	NA	Survey	Motivation-opportunity-ability framework
Dahl et al. (2021Dahl, A. J., Milne, G. R., & Peltier, J. W. (2021). Digital health information seeking in an omni-channel environment: A shared decision-making and service-dominant logic perspective. Journal of Business Research, 125, 840-850. https://doi.org/10.1016/j.jbusres.2019.02.025 https://doi.org/10.1016/j.jbusres.2019.0... )	Customer response to omnichannel information	✓	✓	NS	Health self-awareness	Survey	Service dominant logic
Fiestas and Tuzovic (2021Fiestas, J. C., & Tuzovic, S. (2021). Mobile-assisted showroomers: Understanding their purchase journey and personalities. Journal of Retailing and Consumer Services, 58, 102280. https://doi.org/10.1016/j.jretconser.2020.102280 https://doi.org/10.1016/j.jretconser.202... )	Showrooming behavior	✓	✓	P1; P2	NA	Interview	Theory of planned behavior
Gao and Huang (2021Gao, W., Li, W., Fan, H., & Jia, X. (2021). How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics. Journal of Retailing and Consumer Services, 60, 102487. https://doi.org/10.1016/j.jretconser.2021.102487 https://doi.org/10.1016/j.jretconser.202... )	Customer response to omnichannel integration quality	✓		NS	Engagement; Loyalty	Survey	Customer engagement
Gao, Fan et al. (2021Gao, W., Li, W., Fan, H., & Jia, X. (2021). How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics. Journal of Retailing and Consumer Services, 60, 102487. https://doi.org/10.1016/j.jretconser.2021.102487 https://doi.org/10.1016/j.jretconser.202... )	Customer experience in integrated channels	✓		NS	Cognitive and affective experience; Usage intention	Survey	Stimulus-organism-response model
Gao, Li, et al. (2021Gao, W., Li, W., Fan, H., & Jia, X. (2021). How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics. Journal of Retailing and Consumer Services, 60, 102487. https://doi.org/10.1016/j.jretconser.2021.102487 https://doi.org/10.1016/j.jretconser.202... )	Congruence between online and offline customer experience	✓		NS	Retention	Survey	Goal theory
Mencarelli et al. (2021Mencarelli, R., Rivière, A., & Lombart, C. (2021). Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase. Journal of Retailing and Consumer Services, 63, 102674. https://doi.org/10.1016/j.jretconser.2021.102674 https://doi.org/10.1016/j.jretconser.202... )	Customer response to e-channel combinations	✓		P3	Perceived value	Survey	Customer journey
Shankar and Jain (2021Shankar, A., & Jain, S. (2021). Factors affecting luxury consumers’ webrooming intention: A moderated-mediation approach. Journal of Retailing and Consumer Services, 58, 102306. https://doi.org/10.1016/j.jretconser.2020.102306 https://doi.org/10.1016/j.jretconser.202... )	Webrooming behavior	✓		NS	Hedonic and utilitarian value; Online risk perceptions	Survey	Technology acceptance model
Swoboda and Winters (2021Swoboda, B., & Winters, A. (2021). Reciprocity within major retail purchase channels and their effects on overall, offline and online loyalty. Journal of Business Research, 125, 279-294. https://doi.org/10.1016/j.jbusres.2020.12.024 https://doi.org/10.1016/j.jbusres.2020.1... )	Customers’ perceptions and attitudes toward online and offline channels	✓		NS	Loyalty	Survey	Categorization theory
Tueanrat et al. (2021aTueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021a). A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing. Journal of Retailing and Consumer Services, 61, 102550. https://doi.org/10.1016/j.jretconser.2021.102550 https://doi.org/10.1016/j.jretconser.202... )	Customer segmentation by channel choice	✓		P1; P2; P3	Satisfaction	Survey	Customer journey

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1^st round

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