Proceedings of the 2nd International Conference on Industrial and Technology and Information Design, ICITID 2021, 30 August 2021, Yogyakarta, Indonesia

Research Article

Omni-Interaction Strategy to Create Holistic Omnchannel Consumer Experience

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  • @INPROCEEDINGS{10.4108/eai.30-8-2021.2311535,
        author={Djohan Gunawan and Tirta Nugraha Mursitama and Amalia E Maulana and Mohammad Hamsal},
        title={Omni-Interaction Strategy to Create Holistic Omnchannel Consumer Experience},
        proceedings={Proceedings of the 2nd International Conference on Industrial and Technology and Information Design, ICITID 2021, 30 August 2021, Yogyakarta, Indonesia},
        publisher={EAI},
        proceedings_a={ICITID},
        year={2021},
        month={10},
        keywords={omni-channel consumer retail experience interaction perceived informativeness affordable and accessibility},
        doi={10.4108/eai.30-8-2021.2311535}
    }
    
  • Djohan Gunawan
    Tirta Nugraha Mursitama
    Amalia E Maulana
    Mohammad Hamsal
    Year: 2021
    Omni-Interaction Strategy to Create Holistic Omnchannel Consumer Experience
    ICITID
    EAI
    DOI: 10.4108/eai.30-8-2021.2311535
Djohan Gunawan1,*, Tirta Nugraha Mursitama2, Amalia E Maulana3, Mohammad Hamsal4
  • 1: Student of BINUS Business School - Doctor of Research in Management, Palmerah, Jakarta, Indonesia
  • 2: Vice Rector Research and Technology Transfer, Bina Nusantara University, Palmerah, Jakarta, Indonesia
  • 3: Lecturer of Magister Management Bina Nusantara University, Jakarta, Indonesia
  • 4: Lecturer of Doctor of Research in Management, Bina Nusantara University Palmerah, Jakarta, Indonesia
*Contact email: djohan_gh@yahoo.com

Abstract

Technology changes are impacted to all aspect of our life. In marketing called this period as the era of Marketing 4.0, which is a marketing approach that combines online, and offline interaction. This changes transformed the retailing landscape from offline become online and now online offline or omni-channel with click and mortar model. The strategy of omni-channel can have a interaction effect on retail, where a consumer’s experience is properly enhanced through the simultaneous use of all available distribution channels as well as through perceived informativeness via online media, affordable via online at portable devices, and accessibility which make the experience unique and prompt consumers to shop comfortably anytime, anywhere. This paper aims to exploring the factors that have online and /or offline or Omni-interaction during the shopping for Omni-experience. The research was tested with a sample of data collected from a survey of omni-channel consumer. The finding indicate that the key determinants of omni-channel interaction has a significant impact on shopping experience mediating by perceived informativeness, affordable, and accessibility. The results contribute to the literature by providing a description of adoption omni-channel required understands consumers and their experiences, create comprehensive process of omni-channel retailing that makes it easy for consumers and retailer.