What is missing from the shopping experience provided by omnichannel marketing model? Probing the drivers of loyalty in the hypermarket industry
Résumé
The integration of online and in-store interactions via omnichannel marketing has become standard in retail. While online channels facilitate repeat purchases through convenience, the in-store experience remains a critical driver of customer loyalty. This study investigated the specific elements of the physical shopping experience that foster such loyalty. Although omnichannel models in supermarkets are well-documented, research in the hypermarket context remains limited. To address this gap, qualitative data were collected through one-on-one interviews with customers of a leading South African hypermarket. A thematic analysis of the responses identified key in-store factors motivating repeat purchases. The findings indicate that customer loyalty is primarily driven by two elements: perceived service quality and perceived price fairness. Service quality appeals to customers' emotional motivations, while price fairness aligns with their personal values. Consistency in delivering both emerged as a crucial determinant of long-term loyalty. These findings contribute to retail literature by pinpointing the in-store experience elements that positively influence omnichannel marketing. The study also offers strategic recommendations for retailers seeking to strengthen the link between their in-store efforts and customer loyalty.
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