Evaluating seamless omnichannel shopping experience

The retail industry has evolved from traditional physical stores through the emergence of electronic commerce into a combination of physical and digital channels. The new term to describe the phenomenon, driven by new digital devices, technologies and technology-savvy shoppers who expect to be able to seamlessly move between channels, is "omnichannel". Creating an omnichannel experience requires deep understanding of the customers' shopping process so that the channels can be seamlessly integrated to support it. In this paper we set out to identify the factors that constitute and affect a seamless omnichannel experience so that these can be used in examination of seams and bridging them