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(omni channel shopping value (concepts (omni-channel shopping experience…

- - - - create innovative offerings designed to enhance consumer value, and in-turn maximize firm value
      - syncronizing bricks with clicks
        
        simultaneously combine physical and digital touch points and manage their retailing mix in a consistent way so that the fundamentals of the brand are aligned on every touch point
  - - - dimensions
        
        utilitarian value
        
        task completion
        
        hedonistic value
        
        shopping offering pleasure and fun
        
        social value
        
        status and self-esteem enhancement
    - - distinctive features
        
        complexity due to the multiple interactions
        
        number of touch points used and developed is increasing
        
        touch-points
        
        types
        
        transactional
        
        relational
        
        physical and/or digital
        
        shopping journey
        
        process of interacting with touch-points
        
        prefer journeys that deliver highest value regarding their expectations and/or best adapted to the specific shopping experience at hand
        
        its focus on brand
        
        the emphasis of Omni retailing is on the interplay between channels and brands
        
        consumer percieve that they live an experience with a brand rather than with a channel
        
        influence on stategy
        
        branding becomes more important, The brand is the crossroad of the touch points
        
        lock-in consumers within brand eco-system
        
        reinforce consumer loyalty
        
        its level of consistency and seamlessness
        
        objective is to blur the barriers between touch points allowing the consumer to have a friction-less experience within the brand ecosystem
      - def
        
        the complete alignment of the different channels and touch points, resulting in an optimal brand customer experience
        
        fully integrated, merging the information-rich digital enviroment with the physical one
    - - siloed strategy that operates channels as independant entities
      - lowest level of integration
    - - integrates multiple channels to allow customers to move and collaborate through channels and touch points
      - intermediate level of integration
    - - any way a consumer can interact with a business
- - - - showrooming diminishes the professional sales role
      - weaken perceptions of the opportunity to achieve sales success and performance outcomes
      - diminished self efficacy
        
        belief in one´s capability to organize and execute the cources of action required to produce given attainments
      - self-regulation
  - - - loss of control caused by consumer use of technology and information search
        
        manifest
        
        research shopping
        
        def
        
        consumer engage in product information search in one channel and purchase in another
        
        drivers
        
        attribute-based decision-making
        
        tendency to gravitate to most relevant channels for performing particular task
        
        low channel lock in
        
        low correlation between channels used for information search and purchase
        
        cross channel synergy
        
        higher satisfaction when they use multiple channels to purchase products
        
        types
        
        showrooming
        
        has increased substaintially
        
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        drivers
        
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        effects
        
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        webrooming
    - - showrooming
        
        diminishes in-store retail sales
        
        effects on employees
        
        sales people perceive their livelihood threatened
        
        experience greater job insecurity
        
        self-efficacy
        
        primary beliefs
        
        that a task can be preformed
        
        that it will lead to positive outcomes
        
        role reduction
        
        consumer uses mobile to gather information substituting the retail-salesperson value-adding activity
        
        to checkout clerks and floor sweepers
        
        moderating effects
        
        coping strategies
        
        self regulation
        
        show rooming is an enviromental stressor that can deplete cognitive resources allowing for self regulation
        
        is the resource demanding ability to alter behaviors tho achieve particular goals, it allow us to resist actions with short-term positive effects and instead pursue long-term strategic outcomes
        
        types
        
        avoiding emotion focused
        
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        approach problem focused
        
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        cross selling strategies
        
        the attemted sale of usally complimentary items in addition to those initially inteded for purchase
        
        moderating mechanism
        
        reduces consumers ability to engage in direct sales comparisons
        
        salesperson an use his expertise to create optimal bundles creating retaining CA for brick and mortar
        
        allows sales person to add value
        
        can be deploy as a systematic strategy to engage showroomers