5.3. Limitations and future research
In this paper, we have examined the effects of omnichannel-based promotions on purchase behavior and brand image using a shopping scenario. Future research should also examine if these effects also holds in field studies. One important aspect to cover in future studies is how attractive the mobile phone and other digital devices will be as shopping tools in the physical store environment. If shoppers will develop the necessary shopping habits is something that still remains to be seen. Our research tested the effects of goal congruity in three product categories and with different degree of purchase planning. More research is needed to validate the results from this study and to extend these results to other relevant conditions. For instance, other types of promotions could also be tested to further investigate the effects of omnichannel-based promotions. In our study we used a relatively conservative promotion in the form of a 10% discount. Future studies may investigate the effects from offering a more varied range of monetary discounts to see if the effects found in our paper hold when the degree of monetary savings is greater or if promotions include nonmonetary aspects. Non-monetary promotions may produce different results on performance (redemption) and experience (brand attitude) than monetary promotions.
