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Mapping touchpoint exposure in retailing: Implications for developing an omnichannel customer experience

Marco Ieva (Department of Economics and Management, University of Parma, Parma, Italy)
Cristina Ziliani (Department of Economics and Management, University of Parma, Parma, Italy)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 27 March 2018

Issue publication date: 9 April 2018

5797

Abstract

Purpose

The purpose of this paper is to identify the patterns of customer exposure to touchpoints by segmenting consumers based on the frequency of their exposure, and to understand the relationship of patterns of exposure with customer loyalty intentions (relationship commitment, self-disclosure and positive word-of-mouth) and demographic characteristics.

Design/methodology/approach

An online survey of almost 4,000 customers was employed in a supermarket retail setting. Customers were segmented based on their frequency of recalled exposure to multiple touchpoints, by means of a latent class cluster analysis, while considering the role of demographic characteristics. Afterwards, loyalty intentions variables were regressed on the resulting customer segments.

Findings

Based on the touchpoint exposure, six customer segments emerge. The main differences across segments relate to the intensity of frequency of exposure and the types of touchpoints customers have been exposed to. Sex, age, shopping role and geographic area of residence are related to segment membership. The identified patterns of exposure explain relationship commitment, self-disclosure and positive word-of-mouth: clusters displaying higher exposure to touchpoints display higher loyalty intentions than clusters displaying lower exposure.

Practical implications

The study offers actionable implications for brands and retailers on how to manage touchpoints for implementing omnichannel strategies.

Originality/value

As far as the authors know, this study is the first to identify exposure to multiple touchpoints and understand the role of demographics as far as touchpoint exposure is concerned. It also provides interesting findings on the relationship of different combinations of touchpoints with customer loyalty.

Keywords

Citation

Ieva, M. and Ziliani, C. (2018), "Mapping touchpoint exposure in retailing: Implications for developing an omnichannel customer experience", International Journal of Retail & Distribution Management, Vol. 46 No. 3, pp. 304-322. https://doi.org/10.1108/IJRDM-04-2017-0097

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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