Retailers, All Omni-Shoppers Are Not the Same.

Taking as a basis the elaboration likelihood model (ELM), this paper evaluates how the way in which the customer searches, evaluates and compares information influences the development of omni-channel behaviour, as well as each of its most common practices, webrooming (researching products online but purchasing products in a physical store) and showrooming (visiting physical stores to check out products and then buying them online). The results obtained from a sample of 939 apparel shoppers using the database constructed for the Spanish retail sector by GfK reflect that compared to one-stop shoppers, omni-shoppers (without distinguishing specific typologies) spend more time and effort planning their decision-making. The combination of physical and virtual channels makes it easier for the consumer to be more involved in the shopping experience and to search, compare and evaluate specific information about the product and/or retailer before the final purchase. This more reflective behaviour in which more time is spent on the consumer journey and more information is handled is what ELM defines as the central information processing route. While it is true that the central information processing route predominates, it is concluded when analysing each of the omni-channel behaviours separately that webroomers are more likely to follow this route, analysing in depth all issues related to the product they want to buy. On the other hand, although showrooming behaviour cannot be associated with the same intensity to the central information processing route, nor can it be associated with a less planned customer journey, like that of e-shoppers who focus only on prices and cost savings associated with the purchase. Showroomers use the internet to learn about retailer-related aspects as well as other consumers’ opinions of the product before buying the product from the online store. Taking these results into account, managers should keep in mind the idea that webroomers and showroomers are as different as they are the same. Thus, both the internet and the physical store have to serve as both an information point and a shopping channel. Websites need to be usable and simple so that webroomers can get in-depth information about the retailer’s portfolio and showroomers can make a purchase in a few quick steps. On the other hand, the physical store will be a touchpoint where omni-shoppers will enjoy unique experiences, highlighting the sales force that will be key for webroomers and showroomers to develop a stronger bond with the firm and not shop at any other competitor retailer.