Transferring in-store experience to online: An omnichannel strategy for DIY customers’ enhanced brand resonance and co-creative actions

This study aims to create a unified customer experience across in-store and online channels through an academic-practice collaboration. To achieve this goal, the study focuses on identifying a synergistic solution for transferring experience between channels. For the sake of practitioners, the study identifies DIY customers as a suitable segment for the initial stage of the transfer and suggests channel ownership be redesigned to be customer-driven. To investigate this topic, the study analyzes a customer sample drawn from a CRM database, using a comprehensive research model to transfer in-store experience to online channels and enhance customers' co-creation and brand resonance. The results of the study provide a strategic framework for orchestrating customers' experiences throughout their journey by segmenting and profiling customers in an omnichannel strategy.