From online to offline: how web-based brand stimuli shape the physical store experience in omnichannel fashion retail

Purpose This study investigates how experiences generated in digital environments – specifically perceived personalization and brand sensory experience – impact the experiential value of physical in-store interactions within the fashion industry. Additionally, it examines the extent to which consumer sensory orientation modulates these effects in omnichannel contexts. Design/methodology/approach A quantitative research design was employed, structured around an experiment combining a simulated digital shopping journey, in-person exposure, and the administration of a standardized questionnaire. The sample, consisting of 445 participants, was recruited through Prolific. Data were analyzed using exploratory and confirmatory factor analyses (EFA and CFA), hierarchical regression models, and interaction tests with bootstrapping, ensuring psychometric robustness and external validity. Findings The results reveal that digital personalization, when lacking coherent sensory alignment, may diminish the perceived value of the in-store experience. Conversely, the online brand sensory experience significantly enhances such valuation. Furthermore, consumers with high sensory orientation amplify these effects: they exhibit greater positive responsiveness to sensory stimuli and lower receptivity to personalizations perceived as generic or intrusive. Originality/value The primary contribution of this study lies in integrating, within a single explanatory model, the effects of digital experiences on physical evaluations through a sensory and personalized lens. By introducing consumer sensory orientation as a moderating variable, this research advances understanding of omnichannel behavior and offers a more nuanced perspective on the design of effective hybrid experiences in the retail sector. It provides both theoretical insights and managerial implications in a landscape increasingly shaped by technological convergence.