Multichannel integration along the customer journey: a systematic review and research agenda

Enabled by the proliferation of new marketing channels, customers can utilize and compare marketing mix-related information across channels in a direct manner, which entails a more complex customer journey. Therefore, the question of how to optimally manage the marketing mix along the customer journey in multichannel environments has become a vital issue for the delivery of consistent customer experiences. To address the recent call for research on this topic, we performed a systematic literature review on multichannel studies, which led to the development of an integrative conceptual model that takes into account the linkage between the consistency of the marketing mix across channels along the customer journey (i.e. pre-purchase, purchase, and post-purchase) and the customer experience, along with a large range of moderating aspects (customer, firm, and industry characteristics). This research further contributes to literature in the marketing field by providing a set of future research avenues. The study offers a practical guide for managers to identify critical marketing mix elements that deserve their special attention along the customer journey in a multichannel environment. It also suggests that firms should consider the pros and cons before implementing a multichannel integration strategy.