Purpose: The study aims to propose a comprehensive overview of the Omnichannel phenomenon by identifying its theoretical foundations as well as future research directions.Design/methodology/approach: In order to systematize Omnichannel-centered contributions and identify future research directions for post-Covid-19, this study adopted a mixed-method study, combining a systematic literature review, a bibliometric co-citation analysis and a panel discussion by field experts.Findings: In Study 1, the authors traced extant literature on Omnichannel back to its theoretical foundations, which led to the identification of four research areas in which the concept of Omnichannel is rooted. Contributions pertaining to the aforesaid research areas were discussed and submitted to a panel of experts (Study 2) after the lockdown periods. The experts gave various insights into both the past and future of Omnichannel research. Finally, a framework synthesizing theoretical foundations of Omnichannel, literature gaps and opportunities for future research is provided.Originality/value: To our knowledge, this is the first attempt to combine mixed methods study in Omnichannel research and to involve a panel of experts in order to discuss the findings of a literature review and evaluate future research directions. This choice allowed us to investigate both incumbent academic and managerial challenges raised by Omnichannel and to provide guidance for the post-pandemic recovery.

Purpose: The purpose of this paper is to identify the patterns of customer exposure to touchpoints by segmenting consumers based on the frequency of their exposure, and to understand the relationship of patterns of exposure with customer loyalty intentions (relationship commitment, self-disclosure and positive word-of-mouth) and demographic characteristics. Design/methodology/approach: An online survey of almost 4,000 customers was employed in a supermarket retail setting. Customers were segmented based on their frequency of recalled exposure to multiple touchpoints, by means of a latent class cluster analysis, while considering the role of demographic characteristics. Afterwards, loyalty intentions variables were regressed on the resulting customer segments. Findings: Based on the touchpoint exposure, six customer segments emerge. The main differences across segments relate to the intensity of frequency of exposure and the types of touchpoints customers have been exposed to. Sex, age, shopping role and geographic area of residence are related to segment membership. The identified patterns of exposure explain relationship commitment, self-disclosure and positive word-of-mouth: clusters displaying higher exposure to touchpoints display higher loyalty intentions than clusters displaying lower exposure. Practical implications: The study offers actionable implications for brands and retailers on how to manage touchpoints for implementing omnichannel strategies. Originality/value: As far as the authors know, this study is the first to identify exposure to multiple touchpoints and understand the role of demographics as far as touchpoint exposure is concerned. It also provides interesting findings on the relationship of different combinations of touchpoints with customer loyalty.

Purpose: The explosion in the number of touchpoints is putting pressure on companies to design omnichannel customer experiences aimed at achieving long-term customer loyalty. The purpose of this paper is to examine the relative importance of 24 touchpoints in contributing to customer loyalty intentions. Design/methodology/approach: Data were collected by means of a survey on almost 6,000 subjects belonging to the Nielsen consumer panel. Two ordinary least squares regression models with clustered standard errors estimate the relationship between touchpoint exposure – measured in terms of reach, frequency and positivity – and customer loyalty intentions in the mobile service sector. Findings: Reach has a significant relationship with customer loyalty intentions as far as eight touchpoints are concerned. Positivity, when controlling for frequency of exposure, is related to customer loyalty intentions as far as nine touchpoints are concerned. Practical implications: Results provide guidance for mobile service providers on customer experience management strategies and specifically on touchpoint prioritization, adaptation, monitoring and design. Originality/value: This study addresses two relevant research gaps. First, most studies focus on single or a few touchpoints without considering the variety of touchpoints within the customer journey (Lemon and Verhoef, 2016). Second, no studies focus on the relative contribution of touchpoints to customer loyalty intentions (Homburg et al., 2017).