Since the advent of the digital marketplace, marketing techniques to reach consumers have shifted. Traditional media and demographic analysis are no longer the only means for brands reaching consumers. Marketing has now taken an omnichannel approach. This study examined the relationship between the omnichannel consumer, the consumer benefits sought online versus in brick and mortar, and the modern marketer’s approach to omnichannel marketing. It outlines a psychographic and demographic profile of today’s omnichannel consumer, which will ultimately create a more detailed profile for businesses to market across integrated channels ultimately delivering a hybrid consumer experience (HCE). Findings in this study include cluster analyses related to consumer benefits sought and demographics as well as correlations between psychographic profiling data and demographics.
Communication and Media Technologies (MS)
Department, Program, or Center
School of Communication (CLA)
Arnone, Rosa, "The Omnichannel Marketplace: A Look at Modern Consumers" (2017). Thesis. Rochester Institute of Technology. Accessed from
RIT – Main Campus