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Omnichannel Customer Journeys – Fragments of a Never-Ending Story?

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Alina Both

    (Aarhus BSS)

  • Sascha Steinmann

    (Aarhus BSS)

  • Polymeros Chrysochou

    (Aarhus BSS)

Abstract

While the potential of storytelling to create emotional and memorable connections to a brand has long been realised, today’s omnichannel brands face the challenge of telling their story across a multitude of touchpoints and channels, forming a multi-associative network for customers to navigate and make sense of. With an increasingly blurry boundary between content and commerce, fueled by new technologies and digital channels emerging and evolving rapidly within the current economic climate, the need for theoretical and methodological approaches that span the entirety of touchpoints at marketers’ disposal has grown. By proposing a framework and research agenda of customer touchpoints as narrative fragments, we strive to generate a customer-based understanding of meaning co-creation along the customer journey. This conceptual work represents an endeavour to contribute insights into new and emergent channels. As such, the approach presented herein will contribute to retail– and omnichannel marketing literature as well as retail branding theory and practice.

Suggested Citation

  • Alina Both & Sascha Steinmann & Polymeros Chrysochou, 2022. "Omnichannel Customer Journeys – Fragments of a Never-Ending Story?," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Marco Ieva (ed.), Advances in National Brand and Private Label Marketing, pages 31-38, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-06581-1_4
    DOI: 10.1007/978-3-031-06581-1_4
    as

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