Engaging consumers on new integrated multichannel retail settings: Challenges for retailers

• The aim of this paper is develop a multichannel retail emerging from the integration of different channels provided within the same physical store and handled by one retailer.
• We examine the extent to which consumers are willing to purchase in this new retail environment.
• Our results demonstrate to what extent the integration of multiple channels within a single point of sale handled by one retailer is feasible and successful.
• Findings reveal the extent to which the store quality perception is composed of both human- and technology-based services.
• Results suggest the successful combination of multiple channels by one retailer as a new challenge for scholars and practitioners.

The rapid diffusion of more channels for shopping posits new challenges for retailers, who need to compete in a complex environment for avoiding the problem of consumer cross-channel free riding. To discourage this behaviour, we propose a new environment where one retailer simultaneously handles more channels. The emerging integrated environment would engage more consumers if compared to the single handled channel, which in turn would avoid switching behaviours towards competitors' channels. Our empirical research, based on the stimulus–organism–response paradigm, involves a sample of 237 consumers who were asked to explore the new retail settings simulated in a university lab. The results lead us to suggest the effective combination of multiple channels managed by one retailer as the new challenge for scholars and practitioners. We note that our participants showed positive emotional reactions towards the environment, which lead them to choose this environment for purchases.