What is missing from the shopping experience provided by omnichannel marketing model? Probing the drivers of loyalty in the hypermarket industry

Résumé fourni par la source

The integration of online and in-store interactions via omnichannel marketing has become standard in retail. While online channels facilitate repeat purchases through convenience, the in-store experience remains a critical driver of customer loyalty. This study investigated the specific elements of the physical shopping experience that foster such loyalty. Although omnichannel models in supermarkets are well-documented, research in the hypermarket context remains limited. To address this gap, qualitative data were collected through one-on-one interviews with customers of a leading South African hypermarket. A thematic analysis of the responses identified key in-store factors motivating repeat purchases. The findings indicate that customer loyalty is primarily driven by two elements: perceived service quality and perceived price fairness. Service quality appeals to customers' emotional motivations, while price fairness aligns with their personal values. Consistency in delivering both emerged as a crucial determinant of long-term loyalty. These findings contribute to retail literature by pinpointing the in-store experience elements that positively influence omnichannel marketing. The study also offers strategic recommendations for retailers seeking to strengthen the link between their in-store efforts and customer loyalty.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.