Digitalization has disrupted the retail trade. This digital disruption has given rise to many changes in the retail trade, such as the dispersion of the servicescape across both online and brick-and-mortar stores. In omnichannel retailing, the aim is to provide a seamless customer experience across different channels, which can be achieved with channel integration. The purpose of this study was to provide insights on the formation of the customer experience across the physical and digital channels. The study was conducted in the context of the specialty retail in Finland. Qualitative research methods were used in the study and focus group interviews were conducted to collect data. The focus group approach was used to examine the consumers’ shared meanings of the customer experience in the omnichannel retail environment. The findings from the focus groups showed that the perception of a satisfying shopping experience varied according to shopping context and personal and social factors. The channels were perceived to complement each other by e.g. providing different types of information. The role of social interaction was emphasized in both physical and digital channels, which was reflected in consumers’ trust. Also, it was considered important that the channels were aware of each other and provided consistent information regardless of the channel.