Understanding the customer experience in the age of omni-channel shopping

Omni-channel is one of the most important retail revolutions of recent years, impacting a variety of areas, such as marketing, retailing, communication or information systems. Omni-channel marketing refers to the brand strategy which integrate all channels available to create a seamless shopping experience that increase convenience and engagement during the customer journey. The aim of this study is to provide an overview of the state of the art of this phenomenon. Its main contributions are fourfold. First, it reduces the fuzziness of the term omni-channel, clearly demarcating the concepts of multi-, cross-, and omni-channel shopping. Second, it offers a consolidated overview of the current understanding of the omni-channel customer experience. Third, the proposed framework points to new lines of research related to omni-channel marketing. The theoretical and managerial implications of this hot topic are also discussed