This research questions concept and practices of consumer integration in supply chain. Supply chain integration literature focused mainly on the integration of suppliers and customers in the supply chain. The evolution of consumer behaviour has repositioned him as a powerful and indispensable partner in the supply chain. This change has encouraged firms to collaborate differently with the consumer in a more interactive and integrated way, especially in supply chain management processes. This research discusses insights and observations from an exploratory empirical study with 50 semi-structured interviews with supply chain managers and functional managers involved in consumer integration issues, in France from various activity sectors. Thanks to qualitative analysis, empirical practices of consumer integration are identified in supply chain management processes. They concern three domains: R&D, planning and distribution. We propose a definition of consumer integration in supply chain management and a consumer integration taxonomy, based on three dimensions (information sharing, shared decision-making and alignment of goals).