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Omnichannel in FMCG: Digitally Enhancing Retail Consumer Journey

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 205))

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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Authors and Affiliations

  1. ISMAI, Maia University Institute, Avenida Carlos de Oliveira Campos, Castêlo da Maia, Maia, 4475-690, Portugal

    Filipe Sampaio Rodrigues

  2. IPAM, Portuguese Institute of Marketing, R. Manuel Pinto de Azevedo 748, Porto, 4100-320, Portugal

    Ana Isabel Coelho

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  1. Filipe Sampaio Rodrigues
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  2. Ana Isabel Coelho
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Correspondence to Filipe Sampaio Rodrigues .

Editor information

Editors and Affiliations

  1. ISEG, University of Lisbon, Lisbon, Portugal

    Álvaro Rocha

  2. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  3. FHNW School of Business, University of Applied Sciences and Arts, Olten, Solothurn, Switzerland

    Marc K. Peter

  4. Instituto Português de Administração e Marketing, Portucalense University, Porto, Portugal

    Ricardo Cayolla

  5. ISCTE-University Institute of Lisbon, Lisbon, Portugal

    Sandra Loureiro

  6. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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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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