Snakes & Ladders: S-T-O-R-I-E-S of The Physical Store. A qualitative study referred to the role of the physical store in the high involvement products industry.

Abstract: This research aims to identify the role of the physical store within the high involvement products buying process in the context of an omnichannel customer journey. Furthermore, we aim to recreate an entirely new customer journey based on the importance of creating epic customer experiences, both in-store and online channels, by integrating an omnichannel strategy in the furniture industry.