Purpose

In today's world, retailers must embrace technological devices to provide fluid, convenient and complete customer experiences. Therefore, combining the offline and online spaces into a single strategy becomes essential, representing a significant opportunity for retailers to improve customer experience. Therefore, this study aims to explore and compare the importance of digital elements in an omnichannel experience by companies in the luxury and non-luxury segments.

Design/methodology/approach

The research offers a model to explore and compare the omnichannel strategies that brands use, considering six dimensions that cover recent technological advances, thus offering a complete experience to their customers. A multiple case study was selected based on a sample of six international companies from two different price segments (luxury and non-luxury).

Findings

The data collected allowed the authors to verify the presence of some dimensions, even though some had little evidence. Nevertheless, the dimensions connectivity, innovativeness and flexibility (only in luxury segment companies) were not present. Overall, and even though they present just little evidence, the results showed that retailers for the luxury segment invest more in delivering digital experiences within omnichannel strategies than the non-luxury ones.

Originality/value

This study improves the existing knowledge of omnichannel retailing. By analysing and comparing the omnichannel experiences, companies can identify areas for improvement and enhance the overall customer journey. Additionally, the model allows managers to compare and re-evaluate their omnichannel strategies with other competitors to gain competitiveness in an ever-evolving market.

中文翻译：

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探索全渠道策略：改善客户体验的途径

目的

在当今世界，零售商必须采用技术设备来提供流畅、便捷和完整的客户体验。因此，将线下和线上空间整合为单一策略变得至关重要，这为零售商改善客户体验提供了重要机会。因此，本研究旨在探讨和比较数字元素在奢侈品和非奢侈品领域公司全渠道体验中的重要性。

设计/方法论/途径

该研究提供了一个模型来探索和比较品牌使用的全渠道策略，考虑涵盖最新技术进步的六个维度，从而为客户提供完整的体验。根据来自两个不同价格段（奢侈品和非奢侈品）的六家国际公司的样本选择了多个案例研究。

发现

收集的数据使作者能够验证某些维度的存在，尽管有些维度几乎没有证据。然而，连通性、创新性和灵活性（仅在奢侈品行业公司中）并不存在。总体而言，尽管他们提供的证据很少，但结果表明，与非奢侈品零售商相比，奢侈品行业的零售商在全渠道战略中提供数字体验方面的投资更多。

原创性/价值

这项研究提高了全渠道零售的现有知识。通过分析和比较全渠道体验，公司可以确定需要改进的领域并增强整体客户旅程。此外，该模型允许管理者与其他竞争对手进行比较和重新评估他们的全渠道策略，以便在不断发展的市场中获得竞争力。