Abstract
Consumption and consumer behavior are changing. Consumers today find more alternatives and expect consistent, integrated, and uniform experiences, regardless of the sales channel they use, while switching between channels seamlessly. Thus, the need to better integrate the digital and physical experiences in retail, i.e., omnichannel. With the proliferation of smartphones and mobile Internet, the digital media enters the buying process, gaining relevance in relation to physical stores. This is particularly true with millennials, highly familiar, and dependent on technology, particularly Millennials. Therefore, challenges arise for retailers. This paper aims to contribute to the understanding of the impact of an integrated shopping experience through the integration a mobile device. Thus, a literature review on the fields of consumer behavior, consumer decision-making process, consumer experience with the brand, and omnichannel, was made, followed by a discussion and suggestions for further research which are to be carried.
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Rodrigues, F.S., Coelho, A.I. (2021). Omnichannel in FMCG: Digitally Enhancing Retail Consumer Journey. In: Rocha, Á., Reis, J.L., Peter, M.K., Cayolla, R., Loureiro, S., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 205. Springer, Singapore. https://doi.org/10.1007/978-981-33-4183-8_30
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