About the Research Group 

The Omnichannel Research Group has been studying the impact of retail transformation on consumer behavior for more than ten years. The group has received funding for two OTKA (Hungarian Scientific Research Fund) projects on this topic, the second of which is currently ongoing — the Omnichannel Day workshop is part of this broader research initiative. 

Focus on Omnichannel Experience and Technology 

The workshop opened with a presentation by members of the research group, highlighting key milestones in their research, with a particular focus on the behavioral effects of mobile applications and augmented reality (AR). Beyond describing shopping behavior, an especially intriguing research question is whether omnichannel sales and commercial activity within mobile apps can improve firm performance. 

International Perspectives in Omnichannel Research 

Following the research group’s introduction, the invited international speakers took the stage. 
First, Professor Martin Spann, Chair of the Department at Ludwig Maximilian University of Munich, presented two case studies illustrating the opportunities and challenges that both consumers and retailers face when engaging in omnichannel commerce and adopting artificial intelligence (AI). 

Next, Professor Jörg Henseler of Twente University discussed methodological approaches for modeling the transformed customer journey and its influencing factors. He elaborated on the theoretical foundations and specification of formative constructs in structural equation modeling (SEM), as well as the methodological process for validating such constructs. 

In the session on “The Supermarket of the Future”, Carina Eisel-Ende, a cooperative PhD student of Twente University and Ruhr West Hochschule, presented the results of a systematic literature review and outlined potential research questions emerging from it. 

Her talk was followed by Professor Ellen Roemer (Ruhr West Hochschule), who analyzed the relationship between AI-based chatbots and customer experience in the omnichannel purchasing process. Drawing on her experimental, eye-tracking-based empirical research, she demonstrated that AI chatbots can enhance the online customer experience — a promising opportunity for retailers — while emphasizing that further research is needed to uncover the cognitive, emotional, and social components of customer experience across online and offline contexts. 

The presentations were followed by a lively discussion, where participants — both in person and online — gathered valuable insights and inspiration for their future research. 

Corporate Practices from the Omnichannel World 

In line with the spirit of Omnichannel Day events, the afternoon session featured industry speakers sharing insights from corporate practice. Participants heard inspiring presentations from three companies. 

The first talk, by Ádám Gyökhegyi of MOL Group, focused on the MOL MOVE application, discussing its development challenges and the technological requirements behind it. 

Next, Annamária Földes and Attila Takó from Ipsos explored current trends in consumer purchasing behavior, with special emphasis on marketing channel implications. 

Finally, Henriett Czira-Finszter from Rossmann Hungary presented the company’s omnichannel evolution, highlighting the key omnichannel elements embedded in their service offerings and outlining their future potential. 

Closing Remarks 

We would like to thank everyone who contributed to making this day so enriching through their participation, presentations, and comments. We look forward to welcoming you all at the next, fifth Omnichannel Day, with the date to be announced later. 

Members of the Omnichannel Research Group: Ildikó Kemény, Zombor Berezvai, Judit Simon (Corvinus University of Budapest), Krisztián Szűcs, Ákos Nagy, Péter Németh, Erika Lázár (University of Pécs, Faculty of Business and Economics)