Abstract
E-commerce retail has witnessed a steady growth in sales with advances in digital technologies. However, one of the primary challenges that has plagued online retail is its inability to provide customers with the opportunity to “touch-and-feel” a product before purchasing, thereby resulting in a higher rate of product returns. To address this, online retailers, nowadays, are adopting various omnichannel configurations, such as operating an additional offline channel (i.e., either a showroom or a brick-and-mortar (BM 2) establishing a showroom (“Experience-in-Store-and-Buy-Online (ESBO)” channel) while selling the product online, and 3) selling the product through both a B&M store and the online channel while allowing in-store product returns (“Buy-Online-and-Return-In-Store (BORS)” channel). Additionally, we compare the retailer’s profit across various scenarios and propose several key managerial insights. Based on product attributes such as product standardization and product valuation, we recommend optimal omnichannel strategies for the retailer. For example, if the product is premium and highly personalized (e.g., designer apparel), the retailer should open an additional showroom.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
