In-Store Experience to Online Experience : Developing a Transition Strategy in Omnichannel Marketing to Enhance Brand Resonance and Co-Creative Actions

Out from an academic-practice collaboration, our study aims at a synergistic transition of strategy between channels to create a unified brand experience for customers. Analyzing a surveyed sample of 220 customers gained from the company collaborator’s CRM database, we seek to bridge the gap between theory and practice by showcasing an intellectual arbitrage. This study accounts for a comprehensive research model of omnichannel transition, including a few strategic tasks of the technical configuration of the website, the online experience design depending on the in-store experience, and the enhancement of co-creation and brand resonance. Overall, our results provide a theoretical and strategic framework to answer how to blend customer experience management and omnichannel marketing and how to use customer segmenting and profiling in omnichannel marketing. For the practitioners’ sake, this study identified the segment of loyal customers to be more suitable for the in-store to online transition