How Channel Consistency Relates to Synergy Realisation and Within‐Firm Lock‐In in Omnichannel Grocery Retailing? A Mixed‐Methods Approach

In omnichannel retailing, consumers interact with firms across multiple integrated channels, making consistency across touchpoints essential for creating a seamless shopping experience. This study examines how channel consistency dimensions (i.e., product, service, price, promotion, communication) relate to synergy realisation and within‐firm lock‐in, while testing regulatory focus (promotion/prevention orientation) as a key moderator. An explanatory sequential mixed methods approach was employed with Chinese omnichannel grocery shoppers. Study 1 (quantitative) was evaluated using partial least squares structural equation modelling (PLS‐SEM) and the combined importance‐performance map analysis (cIPMA), followed by Study 2 (qualitative in‐depth interviews), which was analysed with thematic analysis. The quantitative study showed that product, service, and price consistency are positively related to synergy realisation and lock‐in, while communication consistency is related only to synergy realisation, and promotion consistency is related to neither. Synergy realisation is positively related to lock‐in and links most consistency dimensions to it indirectly. Regulatory focus shows asymmetric moderating effects. Qualitative analysis offered possible explanations for unsupported relationships and identified new themes. The findings suggest that different channel consistency signals show heterogeneous relationships with synergy realisation and lock‐in, and that regulatory focus conditions only selected relationships. They offer evidence‐informed priorities to guide the innovation strategy of omnichannel grocery retailers.