Share of time in omnichannel retailing: Definition and measurement

Abstract

The time that consumers spend shopping represents a valuable resource. When consumers engage with multiple omnichannel retailers, they divide this limited resource among them, such that the retailers must compete for shares of consumers’ time. Previous explorations of the effects of time-related variables on consumer behavior rarely address the relative time that consumers devote to different channels associated with competing omnichannel retailers. To introduce this idea, the current research proposes an “omnichannel share of time” (OSoT) concept. With four mixed-method studies, the authors derive and validate an easy-to-administer, four-item measure of OSoT. A nomological network analysis also demonstrates its positive mediating role in the relationship between omnichannel customer experience and customer engagement. By proposing and validating OSoT, this article introduces a valuable tool that retail managers can leverage to evaluate the effectiveness of their customer experience strategies and drive value co-creation through greater customer engagement.