The impact of consumers’ cross-channel experiencing behavior on omnichannel integration based on game-theoretic analysis

Abstract In the evolving landscape of omnichannel retailing, delivering a seamless customer experience is critical for maintaining competitive advantage. While large brands often achieve omnichannel integration through vertical coordination of their online and offline channels, small and medium-sized manufacturers typically depend on retail partners for such integration. Using game-theoretic modeling, this study examines the cross-channel behavior of omnichannel consumers and analyze interactions between a manufacturer and a retailer before and after channel integration. The findings reveal that for integration to be viable, the benefits derived from offline consumer engagement surpass the value provided by offline services. Moreover, channel integration may lead to win-lose or lose-lose outcomes. To address this, the study proposes a subsidy mechanism that enables a win-win scenario, thereby enhancing overall supply chain profitability. These insights offer meaningful implications for omnichannel strategy and supply chain management.