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Developing a seamless shopping experience across online and offline platforms

12/16/2022

2 min

In this video, Professor Helen Cocco , speaks about her research with colleague, Nathalie Demoulin, on developing seamless customer shopping journeys across different shopping channels (online and offline).

Seamlesss shopping

“Retailers often make big investments to provide smooth experiences for their customers and to perform better against the competition. We interviewed both customers and retailers to study their perceptions of a seamless shopping journey across different platforms. Using this information, we then developed ways to help retailers to measure engagement,” she explains.

You can view the full video here:

The full paper can be downloaded here: “Designing a seamless shopping journey through omnichannel retailer integration”, Helen Cocco & Nathalie T.M.Demoulin, Journal of Business Research (2022).