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Article
Publication date: 28 July 2021

Kala Mahadevan and Sujata Joshi

The purpose of this paper is to review the extant research literature on omnichannel retailing and map the research trends in this field through a bibliometric analysis…

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321

Abstract

Purpose

The purpose of this paper is to review the extant research literature on omnichannel retailing and map the research trends in this field through a bibliometric analysis and network visualization exercise.

Design/methodology/approach

This paper employs bibliometric analysis techniques on research literature retrieved from the Scopus and Web of Science databases over the period 2013–2020 and assesses indicators such as research production and citation trends, top contributing authors, countries, journals and organizations through tools offered by the Scopus/Web of Science databases as well as Biblioshiny. A network visualization analysis of patterns such as keyword co-occurrences and co-authorship linkages between contributing countries has been investigated through the use of VOSviewer.

Findings

The bibliometric analysis indicates that research in this field is currently dominated by USA and China with Germany and UK also being key contributors. The analysis has indicated that the field of omnichannel retailing straddles multiple domains such as logistics, distribution, operations and consumer behavior, thereby offering significant future scope for research linking omnichannel retailing with these subject areas.

Originality/value

This study maps the structure of research done in the field of omnichannel retailing and outlines the key contributors in terms of authors, journals and organizations that can serve as an input for future research. The study also identifies possible avenues for future research in the knowledge domain of omnichannel retailing.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 22 October 2020

Juan Wang, Bowen Zheng and Hefu Liu

Omnichannel retail are catching increasing attention from multiple research area, due to its widespread and essential application in retailing industry. The principal…

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1235

Abstract

Purpose

Omnichannel retail are catching increasing attention from multiple research area, due to its widespread and essential application in retailing industry. The principal object of this paper is to systematically review current studies on omnichannel retail in information systems, operations and marketing research area. Further, the second purpose of this study is to provide insights and guides on omnichannel research to facilitate advance research in the area.

Design/methodology/approach

A systematic review on omnichannel retail in retailing industry has been conducted. 33 research articles from 2014 to 2020 from Financial Times 50 journals (FT 50 journals) were identified to be reviewed. The articles were reviewed on the basis of study area namely: information systems, operations and marketing. These research areas were further divided into subcategories to provide in-depth and crystal clear review of literature.

Findings

The review outcome showed that omnichannel topics are active in management studies. There are three main research areas: information systems, operations management and marketing. This study found that IT enhances channel capabilities and expands demand in omnichannel retail; operations can be better optimized based on understanding of cross-channel interactions, product category and retailer types; consumer heterogeneity, product category, channel capabilities and retailer type are all found to contribute to complexities of omnichannel marketing.

Originality/value

This study provides a pioneering review to gauge the updated literature concerned with omnichannel research in terms of IT, operations and marketing perspective. Further, a systematic literature review provides insights and guides for future significant studies on potential research subjects.

Details

Industrial Management & Data Systems, vol. 121 no. 1
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 7 February 2019

Heleen Buldeo Rai, Sara Verlinde, Cathy Macharis, Penelope Schoutteet and Lieselot Vanhaverbeke

The purpose of this paper is to identify in what way logistics service providers are involved in the logistics operations of omnichannel retailers. Given the importance of…

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2996

Abstract

Purpose

The purpose of this paper is to identify in what way logistics service providers are involved in the logistics operations of omnichannel retailers. Given the importance of logistics in omnichannel retail and the complexities that it brings forth, it is unclear if the current tendency towards logistics outsourcing continues, and how logistics service providers should adapt to remain relevant in the omnichannel retail environment.

Design/methodology/approach

The research draws on both desk and field research. The authors analysed the scientific information available on omnichannel retail logistics and conducted semi-structured expert interviews with food and non-food retailers that adopt an omnichannel model.

Findings

The research demonstrates distinct differences between food and non-food retailers. While food retailers are inclined to organise fulfilment and last mile activities in-house, non-food retailers partner closely with logistics service providers. Nonetheless, the store network of non-food retailers is attracting a growing part of logistics activities, which retailers are building themselves. To sustain their relevance in the omnichannel environment and strengthen their position for the future, the authors created a competency recommendation framework for logistics service providers, in which service differentiation is proposed as a viable direction for growth.

Research limitations/implications

The research is based on insights from retailers based in the Brussels-Capital Region (Belgium) and requires further and wider testing in other contexts and geographical areas.

Practical implications

The findings have strategic importance for retailers that are developing an omnichannel retail model and logistics service providers that (aim to) serve clients and operate activities within the retail sector.

Originality/value

The research provides a holistic view of logistics in omnichannel retail by identifying insourcing and outsourcing mechanisms and developing competency recommendations to fulfilment, internal transport and last mile transport in omnichannel retail.

Details

International Journal of Physical Distribution & Logistics Management, vol. 49 no. 3
Type: Research Article
ISSN: 0960-0035

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Book part
Publication date: 26 November 2020

Raife Meltem Yetkin Özbük, Duygu Aydin Ünal and Büşra Oktay

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this…

Abstract

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this has affected both firms and consumers considerably, the literature is dominated by the studies dealing with omnichannel retailing from the firms’ perspectives. The studies dealing with omnichannel retailing from the consumers’ perspectives have recently begun to attract the attention of researchers. For this reason, this study conducted a literature review to examine various consumer behaviors mentioned in the studies aimed at explaining consumer behaviors in the omnichannel retailing context. The distribution of these studies according to years and journals, research methods used, theories adopted, and the related five-stage consumer decision-making stages are summarized. Additionally, this review addresses future research avenues.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

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Article
Publication date: 28 December 2020

Ruchi Mishra

The study aims to identify and analyse complex interrelationships among factors influencing omnichannel retailing adoption in Indian apparel firms.

Abstract

Purpose

The study aims to identify and analyse complex interrelationships among factors influencing omnichannel retailing adoption in Indian apparel firms.

Design/methodology/approach

The study applies an integrated interpretive structural modelling (ISM) and decision-making trial and evaluation laboratory (DEMATEL) approach for understanding the hierarchical and contextual relationship structure among the factors influencing omnichannel retailing adoption.

Findings

The integrated ISM–DEMATEL approach identifies that financial commitment is the most crucial factors followed by technological capability, training and development, performance metrics, supportive organisational structure, collaboration and knowledge sharing, offline–online information aggregation and integrated technological platform. Also, the study reveals that financial commitment and supportive organisational structure impact the majority of factors but are affected by only a few factors.

Research limitations/implications

Unlike previous studies, this study suggests an alternate approach to theory building emerging from the various factors that could be considered while developing omnichannel retailing.

Practical implications

Practitioners should pay close attention to leading factors that influence the adoption of omnichannel retailing, namely, financial commitments, supportive organisational structure, technological capability, integrated technological platform and training and development rather than focusing on significant receivers, such as warehouse management and assortment management.

Originality/value

The integrated approach of ISM-DEMATEL offers a hierarchical model and cause–effect relationship among factors influencing omnichannel retailing adoption.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 4
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 4 January 2022

Joana Barbosa and Beatriz Casais

Omnichannel implementation in retail requires business transformation and faces several operational barriers. This research discusses how omnichannel has been implemented…

Abstract

Purpose

Omnichannel implementation in retail requires business transformation and faces several operational barriers. This research discusses how omnichannel has been implemented, in a managerial perspective, and how integration of operations has overcome the identified transformative barriers.

Design/methodology/approach

The authors followed a multi-case study approach, with observation and interviews with managers of four big retail companies in Portugal.

Findings

The results suggest that retail companies have overcome the barriers to implement omnichannel models through the integration of information technology (IT), the accomplishment of organisational changes and the optimisation of customer feedback, achieving positive business indicators, namely increased sales.

Research limitations/implications

The conclusions of the paper provide valuable information to help companies to design the process of channel's integration in order to overcome the transformative constraints of omnichannel. However, those conclusions emerge from Portuguese case studies of retail companies, and a generalised discussion should consider the contextual diversity of consumer expectations, cultural user experiences in retail and the maturity of digital transformation and omnichannel implementation stage in each country.

Originality/value

Previous studies had characterised the items of omnichannel retail, fulfilment processes, the benefits of channels' integration in customer experience, satisfaction and loyalty and had identified barriers for its implementation. Considering the existence of different stages of omnichannel implementation, this paper explores how retail companies increment omnichannel operations, overcome transformative barriers and achieve the omnichannel benefits, through the whole involvement of the organisation system, the customer approach and the business model, besides the technology integration.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

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Book part
Publication date: 7 October 2020

Sandro Castaldo and Monica Grosso

  • Customers expect retail companies to adapt their strategies to their behaviour, so they should use different channels and devices in interaction;
  • Multichannel and…

Abstract

Learning Outcomes

  • Customers expect retail companies to adapt their strategies to their behaviour, so they should use different channels and devices in interaction;

  • Multichannel and omnichannel strategies represent two distinct approaches to managing relationships with the customers;

  • The key to developing a successful omnichannel strategy is to integrate channels and touch points that will create a frictionless experience for the customer;

  • Introducing omnichannel interaction requires organizational and IT changes within the company.

Customers expect retail companies to adapt their strategies to their behaviour, so they should use different channels and devices in interaction;

Multichannel and omnichannel strategies represent two distinct approaches to managing relationships with the customers;

The key to developing a successful omnichannel strategy is to integrate channels and touch points that will create a frictionless experience for the customer;

Introducing omnichannel interaction requires organizational and IT changes within the company.

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Book part
Publication date: 26 November 2020

K. Ilgın Çakiroğlu and Özgür Çengel

As the world moves toward globalization, new trends and applications are on the rise as an attempt to meet the ever-changing needs of consumers. In this sense, new…

Abstract

As the world moves toward globalization, new trends and applications are on the rise as an attempt to meet the ever-changing needs of consumers. In this sense, new technologies have been introduced as a means to differentiate the product and service offerings along with some emerging retailing perspectives. It is obvious that omnichannel retailing is cited as one of the emerging trends in marketing. In this globe, customer experience management plays a crucial role in establishing sustainable omnichannel retailing strategies. Considering all the variables in the business environment, it is seen that effective tools of omnichannel operations should well be implemented as a response to effectively compete in the business environment. This chapter reveals some of the major literature and applications in the context of omnichannel retailing whereby the most concern of interest is given to the importance of customer experience and its formation.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

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Article
Publication date: 24 April 2020

Samantha Lynch and Liz Barnes

The purpose of this paper is to examine the customer decision-making journey of high involvement female fashion consumers in the context of omnichannel fashion retailing.

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4592

Abstract

Purpose

The purpose of this paper is to examine the customer decision-making journey of high involvement female fashion consumers in the context of omnichannel fashion retailing.

Design/methodology/approach

The research is qualitative in nature, using a multi-method approach consisting of focus groups, semi-structured interviews, online diaries and follow-up interviews, with grounded theory applied to analyse the data.

Findings

The results of the study include a framework to outline the stages of the omnichannel customer decision-making journey for young high involvement female fashion consumers. The findings also reveal that an omnichannel decision-making journey is the one that predicated on risk and that consumers employ specific strategies to avoid such risks.

Research limitations/implications

Due to the nature of this research, the sample size is limited and may not be generalised. Data collection was confined to Manchester, UK.

Practical implications

Customer journey mapping enables practitioners to view the entire shopping experience through the eyes of the customer and enables retailers' fault-find issues within the customer and brand experience.

Originality/value

The paper advances knowledge about fashion and consumer behaviour. The customer decision journey framework maps the emotional experiences, devices and channels encountered by high-involvement fashion consumers across each stage of the omnichannel journey.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 3
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 19 August 2019

Shuiqing Yang, Yusheng Zhou, Jianrong Yao, Yuangao Chen and June Wei

As retailers have increasingly embraced an omnichannel retailing strategy, explaining and predicting the helpfulness of online review should consider both online-based and…

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1309

Abstract

Purpose

As retailers have increasingly embraced an omnichannel retailing strategy, explaining and predicting the helpfulness of online review should consider both online-based and offline-based reviews. The paper aims to discuss this issue.

Design/methodology/approach

Based on the signaling theory, this study intends to examine the impacts of review-related and reviewer-related signals on review helpfulness in the context of omnichannel retailing. The proposed research model and corresponding hypotheses were tested by using negative binomial regression.

Findings

The results shown that both review-related (review rating and review sentiment strength) and reviewer-related (reviewer real name and reviewer expertise) signals positively affect review helpfulness. Contrary to the authors’ expectations, review length negatively affects review helpfulness. Specifically, when the review submitted from an omnichannel retailer’s offline channel, the positive impacts of reviewer real name on review helpfulness will be stronger, and the positive impacts of reviewer expertise on review helpfulness will be weaker.

Originality/value

Unlike many previous studies tend to explore the antecedents of review helpfulness in a single-channel setting, the study examined the factors that affect review helpfulness in an omnichannel retailing context.

Details

Industrial Management & Data Systems, vol. 119 no. 8
Type: Research Article
ISSN: 0263-5577

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