This is what happened at the fourth Omnichannel Day
2025. October 20. 08:32
The Omnichannel Research Group of Corvinus University of Budapest and the University of Pécs, in collaboration with the Institute of Marketing and Communication Sciences at BCE and the Institute of Marketing and Tourism at PTE KTK, organized the 4th Omnichannel Day workshop titled “FROM MOBILE SCREENS TO IMMERSIVE SCENES” on October 9 at the BCE Faculty Club.
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 team has received funding for two OTKA research projects related to this topic, with the second project currently in progress—into which the Omnichannel Day workshop also fits seamlessly.
Focus on the omnichannel experience and the impact of technology
The workshop opened with a presentation by members of the research group, who introduced the key milestones of their research process. The presentation focused on the behavioral influence of mobile applications and augmented reality (AR). Beyond exploring consumer behavior, one of the most intriguing research questions addressed whether omnichannel sales and commercial activities conducted via mobile applications contribute to improved business performance.
International perspectives in omnichannel research
Following the presentation by the research group, the workshop continued with a series of lectures by invited international speakers. The first was delivered by Professor Martin Spann, Head of Department at Ludwig Maximilian University of Munich, who illustrated through two case studies the opportunities and challenges that both consumers and retailers face in participating in omnichannel commerce and using artificial intelligence (AI).
Professor Jörg Henseler from the University of Twente introduced methodological approaches for modeling the transformed customer decision-making process, known as the customer journey, along with its influencing factors. Within the framework of Structural Equation Modeling (SEM), he presented the theoretical foundations and specification process of formative constructs, as well as the methodology for their validation.
In her presentation on The Supermarket of the Future, Carina Eisel-Ende, a cooperative PhD student at the University of Twente and Ruhr West University of Applied Sciences, outlined the results of a systematic literature review and the research questions derived from it. Her talk was followed by Professor Ellen Roemer from Ruhr West University of Applied Sciences, who examined the relationship between AI-based chatbots and customer experience within the omnichannel shopping journey. Drawing on her empirical, eye-tracking-based experimental research, she demonstrated how AI-driven chatbots can enhance the online customer experience—representing a promising opportunity for retailers—while also emphasizing the need for further research to uncover the cognitive, emotional, and social components of customer experience across online and offline environments.
The presentations were followed by a lively discussion, where both on-site and online participants gained valuable insights and inspiration for their future research endeavors.
Corporate practices from the omnichannel world
In the afternoon, the program continued in the spirit of the Omnichannel Day conferences with presentations from professionals representing the corporate sector. Participants had the opportunity to hear three inspiring talks from leading companies.
The first presentation was delivered by Ádám Gyökhegyi from MOL Group, who discussed the developments and challenges related to the MOL MOVE application, also addressing the technological requirements involved in its implementation.
Next, Annamária Földes and Attila Takó from Ipsos shared insights into the evolving landscape of consumer purchasing behavior, with a particular focus on the changing dynamics of marketing channels.
The event concluded with a presentation by Henriett Czira-Finszter from Rossmann Hungary, who showcased the company’s omnichannel evolution. Her presentation emphasized the identification of key omnichannel elements within the company’s service portfolio and explored their future growth potential.
Closing thoughts
We sincerely thank all participants, speakers, and contributors whose insights, enthusiasm, and engagement made this event truly exceptional. Your contributions added depth and inspiration to the discussions, reinforcing the collaborative spirit that defines the Omnichannel Day.
We look forward to continuing this dialogue and welcoming you again at the fifth Omnichannel Day, with further details to be announced soon.
Reports of previous Omnichannel Days are available here:
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