This study attempts to identify possibilities for creating a unified offline and online customer experience across communication channels in a retail company. With the current technological development and the trend of customers shifting more to the online channel, the customers also expect more from this communication channel. Within the online channel a development into an omni- channel (unified experience across channels) approach is leading to new possibilities, and keeping up with the development will support companies to keep their competitive advantage. The study reviews a case (Mio) with an offline channel represented by several large scale retail stores in Sweden, and also providing an online channel as a website meant to complement the stores. The study reviews previous literature in the field of customer experience both online and offline, omni channel retailing, and marketing. This is the foundation, together with a benchmark case (comparison case), and a survey to gain further insight and widen the knowledge. The results indicates that there are specific features which could contribute to a more positive and seamless experience across channels for the customer. These are information availability, quality and consistency across channels. As well as, functionality for purchases, order handling and tracking, and interactive customer service online. This could preferentially be fused in one place as a customers personal profile, allowing for a portal with everything the customer needs during all phases of the shopping experience. These findings provide insight into how the online channel could be used to better complement the offline channel, working synergistically. Future research is needed to validate these initial findings.

Digital and mobile channels has dramatically changed the retailing environment. New technologies allow companies to integrate information between different channels, in order to create a seamless and personal shopping experience for its customers. This is termed omni-channel retail strategy. In previous research it is discussed that this is the only way for retail companies to survive in the new retail environment. Previous research has focused on customer attitudes and values ​​but not on their actual behaviour. Thus, more research is required on how customers combine different channels during their buying process and how they experience the interaction. The purpose of the thesis is to create an understanding of how the omni-channel customer experiences its interaction with retailing channels. The goal is for companies to be able to use this study to better understand their customers experiences, and thereby improve their omni-channel strategy. In order to achieve the purpose of the study, a theoretical model, S-O-U, has been designed based on the classical Stimulus-Organism-Response model, which  often is used to describe consumer behaviour. The theoretical model has been used as a basis for the study's implementation and analysis. The study has a qualitative research strategy, and the data has been collected through focus groups. The collected data has been analysed based on the theoretical framework of the study, and the result shows that the customer uses different channels during its buying process to maximize their exchange. Furthermore, it has been found that the customer has different needs during the phases of the buying process. At the beginning of the buying process the customer is primarily driven by utilitarian values, while at the end of the buying process it is rather driven by hedonic values. The selection of channel depends on how well the channel can meet the customer's needs. Although the customer is driven by different values during the buying process, the result has clearly shown that both utilitarian and hedonic values ​​are necessary for the customer to have a positive experience of the interaction with different channels.