Conversational service interactions in omnichannel luxury furniture retail: Insights from a longitudinal case study

This study explores how conversational service interactions (CSIs) enabled by mobile instant messaging platforms support the implementation of omnichannel strategies in the luxury furniture sector. Specifically, it examines how conversational interactions function as service mechanisms, providing reassurance, personalisation and coordination across digital and physical touchpoints. Given the exploratory nature of the research, a longitudinal case study was conducted, focusing on Fiam Italia, a company specialising in glass furniture. Data collection combined participant observation and interviews conducted within the Fiam Design Outlet, the company's direct retail channel. Using WhatsApp Business (WAB) as an empirical lens, the findings show how CSIs progressively evolve from ad hoc communication practices into more integrated, routinised mechanisms that support omnichannel service orchestration. The study highlights both the opportunities and challenges associated with implementing such interactions, including organisational capabilities, platform constraints and cross-channel integration. Overall, the findings contribute to retailing and consumer services research by clarifying how CSIs enable the transition from multichannel to omnichannel retail in luxury contexts, while also offering actionable insights for managers seeking to govern digitally mediated service interactions.