Advertising, Promotion and Marketing Communications: Revising omnichannel customer experience (OCX): a scale to assess OCX in the retailing industry.

The article focuses on developing a new scale to measure omnichannel customer experience (OCX) in the retail industry. Topics discussed include the conceptualization of OCX as a second-order construct with dimensions like integration and personalization; the methodology for scale development through data collection and validation; and the implications for optimizing retail operations to align with customer expectations for a seamless shopping experience.