Omnichannel is considered a new way of shopping that integrates online and offline methods to offer seamless shopping experiences. Omnichannel requires consumers adaptation to use the internet, mobile devices, and social media as tools for seamless shopping experiences. Based on 2021 YouGov’s report on omnichannel retail, 83% of Indonesians already used dual channels to shop, including generation X. How does generation X accept omnichannel and its technology as a new way of shopping? Using Social Construction of Technology (SCoT) theory, generation X is positioned as a relevant social group, and their interpretative flexibility on how they give meaning to omnichannel as a new way of shopping will be analyzed; followed by understanding their closure or common agreement towards webrooming, showrooming, buying online pick-up in store, and buying online return in-store as the attributes of omnichannel; then finally analyzing their stabilization in accepting omnichannel as a new way of shopping. Using the interpretative phenomenological analysis, this research was conducted by interviewing generation X to understand their acceptance of omnichannel. The results of this research show that generation X has no hesitation to omnichannel, but they saw it as additional services rather than integration of seamless shopping experiences.

Accenture (2017), Create Continuous Customer Experiences: The Secret To Getting Omnichannel Right

Accenture (2020), The Retail Experience Reimagine. Retrieved from https://www.accenture.com/id-en/insights/interactive/retail-customer-experience-reimagined

Akalamkam, K., & Mitra, J. K. (2017). Consumer Pre-purchase Search in Online Shopping: Role of Offline and Online Information Sources. K.J. Somaiya Institute of Management Studies and Research. SAGE Publications. DOI: 10.1177/2278533717730448

Avery, J., Steenburgh, T. J., Deighton, J., & Caravella, M. (2012). Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time. Journal of Marketing, 76(3), 96–111. doi: 10.1509/jm.09.0081

Berman, B., & Thelen, S., (2018). Planning and implementing an effective omnichannel marketing program. International Journal of Retail & Distribution Management, Vol. 46 No. 7 (2018), p. 598-614. Emerald Publishing Limited 0959-0552, DOI 10.1108/IJRDM-08-2016-0131

Bijker, W. E., Hughes, T. P., & Pinch, T. (2012). The Social Construction of Technological Systems: New Directions in the Sociology and History of Technology, The MIT Press, Cambridge, MA

Cao, X.J., Xu, Z., & Douma F. (2012). The interactions between e-shopping and traditional in-store shopping: an application of structural equations model, Transportation, 39, pp. 957–974.

Cheng-Xi, E., Aw. (2019). Understanding Consumers’ Paths to Webrooming: A Complexity Approach. Journal of Retailing and Consumer Services, Elsevier Ltd. https://doi.org/10.1016/j.jretconser.2019.101991

Deloitte. (2021). Deloitte Consumer Insights: Adapting to the new normal in Indonesia. February 2021

DeVaney, S.A. (2015). Understanding The Millennial Generation, Journal of Financial Service Professionals, 69(6), pp. 11-14.

Donnelly, C. & Scaff, R. (2013). Who are the Millennial shoppers? And what do they really want?. Industry Report: Retail, Outlook, No.2.

e-Conomy SEA. (2020). At full velocity: resilient and racing ahead. Google, Temasek, Bain&Company

Gallino, S., & Moreno, A. (2019). Operations in an Omnichannel World. Springer Series in Supply Chain Management, Springer Nature Switzerland AG 2019, https://doi.org/10.1007/978-3-030-20119-7

Grewal, D., Roggeveen, A.L., & Nordfält, J. (2017). The Future of Retailing. Journal of Retailing 93 (1, 2017) 1–6 http://dx.doi.org/10.1016/j.jretai.2016.12.008

Helmi, A., Sarasi, V., Kaltum, U., & Suherman, Y. (2021). Discovering the values of generation X and millennial consumers in Indonesia. Innovative Marketing, 17(2), 1-8. Doi 10.21511/im.17(2).2021.01

Kumaravel, R. (2017). Predominant factors that influence consumer shopping behaviour- a scale development approach, Journal of Advanced Research in Dynamical and Control Systems, 2017, 374.

Lindgren, S. (2017). Digital Media and Society. SAGE Publications: London. ISBN 978-1-4739-2500-7

Lissitsa, S. & Kol, O. (2016). Generation X vs. Generation Y– A decade of online shopping. Journal of Retailing and Consumer Services, Elsevier Ltd, 0969-6989. http://dx.doi.org/10.1016/j.jretconser.2016.04.

Mason, T., & Knights, M. (2019). Omnichannel Retail: How to build winning stores in a digital world. Kogan Page, 2019. ISBN: 0749484462, 9780749484460

McKinsey. (2016). Unlocking Indonesia’s digital opportunity, October 2016

McKinsey. (2018). The digital archipelago: How online commerce is driving Indonesia’s economic development, August 2018

Moriarty, S., Mitchell, N., Wood C., & Wells, W. (2019). Advertising & IMC: Principles and Practice, Eleventh Edition. Pearson Education, Inc: New York

Mosquera, A., Olarte-Pascual, C., Ayensa, E.J., & Murillo, Y.S. (2017). The role of technology in an omnichannel physical store: Assessing the moderating effect of gender. Spanish Journal of Marketing – ESIC, Vol. 22 No. 1, 2018, pp. 63-82, Emerald Publishing Limited, 2444-9709, DOI 10.1108/SJME-03-2018-008

Öztürk, S. & Okumuş, A. (2018). The birth of omni-channel marketing and new dynamics of consumers’ approach to retail channels. Emerald Publishing Limited. doi:10.1108/978-1-78714-557-320181018

Panjaitan, M., Winarto, Napitupulu, J., & Normi, S. (2019). Examining generation X experiences on using e-commerce: integrating the technology acceptance model and perceived risks, Journal of Physics: Conference Series, 1361, doi:10.1088/1742-6596/1361/1/012029.

Plennert, M. (2018). The Social Construction of Technological Stasis: The Stagnating Data Structure in OpenStreetMap. Big Data & Society July–December 2018: 1–18, Reprints and permissions: sagepub.co.uk/journalsPermissions.nav.DOI: 10.1177/2053951718790591

Rajalakshmi, Ms.C., Purusothaman, & Umarani. (2017). Types of Online Advertisements and Online Buyers. Retrieved from https://www.researchgate.net/publication/320909214

Shen, K. N., Cai, Y., & Guo, Z. (2016). When do online consumers shop in an offline store: The moderating effects of product characteristics. Journal of Marketing Channels, 23(3), 129–145. doi: 10.1080/1046669X.2016.1186472

Simone, A., & Sabbadin, E. (2018). The New Paradigm of the Omnichannel Retailing: Key Drivers, New Challenges and Potential Outcomes Resulting from the Adoption of an Omnichannel Approach. International Journal of Business and Management, Vol. 13 No. 1 (2018), Canadian Center of Science and Education, doi:10.5539/ijbm.v13n1p85

Skinner, A. R., Napier, J., & Fyfe, R. N. (2021). The social construction of 101 non-emergency video relay services for deaf signers. International Journal of Police Science & Management 2021, Vol. 23(2) 145–156, DOI: 10.1177/1461355720974703

Wang, J., Zheng, B., & Liu, H. (2021). Satisfying consumers all around: a multidisciplinary view of omnichannel retail. Industrial Management & Data Systems, Vol. 121 No. 1(2021), p.158-171. Emerald Publishing Limited 0263-5577. DOI 10.1108/IMDS-08-2020-0452

Yulianita. (2018). Comparison of Generation X and Y: Perceived Usefulness, Perceived Ease of Use, and Subjective Norms on Purchase Intention in E-Commerce. Jurnal Komunikasi Indonesia Vol VII, Issue 2, July 2018

YouGov. (2021). International Omni-channel Retail Report 2021: Shopping in the pandemic and the implications for the future