Omnichannel Consumer Research Articles

Study of integration processes in the pharmaceutical market in the context of the development of territorial pharmaceutical ecosystems

Introduction. The ecosystem approach to the organization of business processes in the pharmaceutical market meets the prevailing trends, so the growth index of e-commerce in the retail sector of medicines for 5 years amounted to 1.87. The market distribution sector of medicines in the Russian Federation is characterized by a shift in corporate governance towards marketing cooperation based on aggregation electronic trading platforms (AETPS). Development of territorial pharmaceutical ecosystems (TFE) As a new integrative tool for managing the pharmaceutical development – production – distribution cycle, in order to achieve the target model of PHARMA 2030 at the territorial level, it requires the development of regulatory mechanisms for managing the supply of medicines. Objective: characteristics of integration processes in the industrial, wholesale and retail sectors of the pharmaceutical market to assess the potential competitiveness of territorial pharmaceutical ecosystems. Material and methods. The primary data for the analysis were: volumes of wholesale commodity residues of medicines produced in the Ural Federal District (461 registration certificates; proprietary Price and Distribution Test data for 230 trade names of LP EMIS data 2021–2022; Alpharm data 2021–2022; Datainsight 2022. In the course of the study, a structural analysis of the pharmaceutical market, a functional analysis of participants in the pharmaceutical product chain, and a marketing analysis were carried out. Results. It was found that the dynamics of the AETP segment development corresponds to the outstripping growth of highly integrated platforms: the short-term growth index of 5-pl AETP (Uteca) is 164%, 4-pl (Eapteca) is 55%, 3pl-AETP (averaged) is 36.5%. The absence of formal mechanisms of regional protectionism for the sale of finished dosage forms of local manufacturers in the Ural Federal District has been revealed. We have obtained the results of evaluating the effect of ecosystem integration of certain types of pharmaceutical market participants. For manufacturers of medicinal products, it was determined that the median coefficient of penetration of the local assortment of medicinal products into the pharmaceutical market in the context of ATX groups of level 2 is 0.67, which indicates a significant diversification of the assortment portfolio and the possibility of its aggregation without a barrier of internal competition. In the wholesale drugs sector, the potential for saving margins on medicines has been identified when implementing the scenario of localization of supplies in production regions in low and medium-low price ranges (30 – 550 rubles/unit), varying between 53–67%. It was found that the median share of regional distribution in the Ural Federal District (in packages) is 20.72%. It has been established that the Ural Federal District is one of the leaders in terms of the share of omnichannel consumers in the pharmaceutical market (63%), which is a significant incentive for the integration of organizations in the retail sector of the pharmaceutical market into the ecosystem 5pl platform. Conclusion. Situational analysis of the morphology of cooperative interactions in the pharmaceutical market allowed us to identify the prerequisites for the formation of ecosystem-organized management structures in the pharmaceutical market system – territorial pharmaceutical ecosystems. We have systematized incentives for ecosystem determination of medicines supplies, and found that: an additional channel for the market distribution of the industrial range of medicicnes in the Urals is not associated with a barrier to internal competition of pharmaceutical plants; the inclusion of regional suppliers in TFE will allow to form additional competitiveness in the “buyer's market” in conditions of market dominance of federal suppliers; the omnichannel approach to the distribution of the retail range of TFE in pharmacy organizations has a high projected conversion rate. A detailed assessment of integration processes in certain sectors of the pharmaceutical market did not reveal critical barriers to the introduction of TFE.

Digitalization and its Impact on the Development of Contemporary Marketing Strategies

"The marketing landscape is always changing in this day and age due to technological breakthroughs, so it is important to comprehend these changes for theoretical and practical applications. Examining the development of digital marketing is the goal of this study, which will concentrate on the crucial shift to analytics-driven decision-making, omnichannel consumer experiences, the influence of social media dynamics, and the incorporation of blockchain and artificial intelligence (AI) technology. The methodology, which makes use of an extensive analysis of recent literature and case studies, is based on a study of how these technologies may be used to improve marketing tactics and solve issues that they raise, like the digital divide and data protection. The findings reveal a significant shift towards more personalized, efficient, and ethically aware marketing practices. Notably, the adoption of AI and blockchain technologies demonstrates the potential for enhancing customer interaction and security, underscoring a move towards more targeted and meaningful consumer engagement. This transition not only highlights the importance of adapting to digital innovations but also stresses the need for ongoing research and ethical considerations in their application. The study contributes to the discourse by offering insights into navigating the digital marketing ecosystem, advocating for strategic innovation, and emphasizing ethical practices in leveraging digital tools. This synthesis serves to enlighten both academic and industry practitioners about the ongoing digital marketing revolution, underlining the importance of agility and ethical integrity in achieving marketing success in the digital age."

A study on omnichannel retailers' return strategies considering showroom and consumer preference behavior

AbstractTo address omnichannel retailers' return challenges, considering consumers' brand and channel preferences. Four subgame models for retailers' Experience‐in‐Store‐and‐Buy‐Online (ESBO) return strategies in a double oligopoly market are developed. Using an optimization model and inverse induction method, equilibrium strategies under different conditions are determined. Finally, simulation analyzes parameter sensitivity and equilibrium strategies. Findings show that when consumers' brand preference is low, the (Y,Y) subgame is the unique equilibrium solution, but profits do not significantly increase and are always lower than the (N,N) subgame, leading to a Prisoner's Dilemma. With a clear brand preference, both retailers always obtain the maximum profit under the (Y,Y) subgame. In markets with a high proportion of omnichannel consumers and a large number of high‐cost‐to‐store consumers, the party implementing the ESBO strategy benefits more in a fiercely competitive market, while the profit situation of the party not implementing the ESBO strategy is less optimistic.

The Use of Digital Channels in Omni-Channel Retail—An Empirical Study

This article aims to highlight the influencing factors on omni-channel consumer attitudes towards virtual shopping channels, providing the literature with a new conceptual model that studies the use of technology by omni-channel consumers. The research hypotheses were established based on the literature review, and a conceptual model was defined. Quantitative research was carried out on an emerging market through the survey technique to verify the relations between the investigated concepts. In total, 307 responses from Millennials and Generation Z members were analyzed using structural equations modeling in SmartPLS. The results show that both channel and consumer characteristics, alongside their media contexts, influence the attitude and willingness to access and use retail channels. To keep up with constantly changing consumer needs, companies are advised to continually analyze the target market and implement any necessary measures. The paper expands the studies investigating the behavior of technology users, enhancing the UTAUT2 model-based literature.

Navigating the Omnichannel Landscape: Unraveling the Antecedents of Customer Loyalty

In today’s dynamic business landscape, retailers are progressively turning to omnichannel strategies to offer integrated shopping experiences across various touchpoints. This study endeavors to elucidate the determinants driving loyalty among omnichannel consumers. A comprehensive research framework encompassing technological elements, in-store attributes, online reviews, and behavioral variables was formulated. A sample of 252 customers familiar with omnichannel shopping was evaluated. Structural equation modeling was utilized for data analysis. Results indicate that personal interactions and merchandise variety significantly influence crowd perception. Perceived ease of use was found to significantly affect perceived usefulness, attitude, and satisfaction. Furthermore, both crowd perception and attitudes toward online reviews markedly influence the overall attitude toward omnichannel. The data underscores the pivotal role of attitude in enhancing satisfaction and fostering loyalty among consumers. In conclusion, this research not only sheds light on the intricate dynamics of omnichannel customer loyalty but also offers valuable insights for both academia and industry, underscoring the importance of integrated multi-channel strategies in contemporary retailing.

The Personalization in Modern Retailing

In today's conditions, the retail industry is undergoing significant transformations. They are dictated by the need for the business to respond to the dynamically changing needs and expectations of the market. Personalization, which is based on the idea of a personal relationship with consumers, is not at all a new concept for business. But, in the current third decade of the 21st century, the concept of personalization has risen to a whole new level. What is new is the mechanism of its implementation in modern retailing, in an electronic and omnichannel environment. Personalization is becoming an essential component of modern marketing and retailing, a key element of business strategy and a sustainable competitive advantage. Retailers and marketers strive to create exceptional personalized brand experiences to keep consumers coming back. Omnichannel consumers expect personalization throughout their entire interaction with the retailers – across all possible touchpoints. The article examines the concept of personalization as history and present, its importance for modern retailing, the main definitions, the "4Ds" operating model, omnichannel personalization and the barriers to it, as well as the important role of the human factor in the implementation of the personalization system.

The role of artificial intelligence in improving the omnichannel customer experience

PurposeThis study aims to explore the role that artificial intelligence (AI) systems could play in configuring and enhancing the omnichannel customer experience (OCE).This paper aims to pave the way to better understand the intersection between these two novel topics through perspectives and associated interpretations from managers', consultants' and consumers' beliefs, experiences and thoughts.Design/methodology/approachThe study adopts an explorative inductive design. Data from 41 in-depth interviews with high-level retail managers (12), AI consultants (3) and omnichannel consumers (26) was analyzed using grounded theory methodology.FindingsThe study's results revealed that, when AI systems are implemented in the omnichannel experience, some dimensions of the OCE change in relevance. The findings show that some OCE dimensions are easier to relate with experiential elements of the omnichannel experience, such as personalization, consistency and flexibility. In contrast, integration and connectivity are perceived as internal retailer capabilities that enable the omnichannel strategy. Consumers' data also show differences in the omnichannel customer journeys for the product categories of clothes, electronics and furniture.Originality/valueThis study presents insights on the impact of AI on OCE from top-retail managers', consultants' and consumers' perspectives. This choice allowed researchers to explore and uncover interesting intersecting points and examine issues related to omnichannel experience and AI systems implementation, providing guidance for future research.

Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience

PurposeThe objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers' multirooming behavior (searching for information in online and offline channels and purchasing the product online).Design/methodology/approachThe problem-solving theory and experiential marketing perspective are the theoretical background that enables the establishment of five hypotheses. A survey is conducted on multiroomers who had purchased a product online, following an online and offline research journey.FindingsThe results showed that OCJD directly and indirectly (through online consumer experience) influences e-satisfaction. Females and younger individuals exhibited higher levels of e-satisfaction.Originality/valueFirst, this research analyzes consumers' multichannel search strategies. Second, the consumer journey is incorporated into the study of multichannel retailing. Third, an emergent typology of cross-channel free-riding behavior is analyzed: multirooming.

Mobile-assisted showrooming behavior and the (r)evolution of retail: The moderating effect of gender on the adoption of mobile augmented reality

The intensive use of smartphones at physical stores has given rise to an increasingly common behavior among omnichannel consumers known as mobile-assisted showrooming (MAS). One of the technologies with the greatest capacity to engage MAS consumers at brick-and-mortar stores is mobile augmented reality (MAR). Studying this combination of customer technology (smartphone) and store technology (MAR) is thus key to reviving physical retail. In this context, this paper tests a Cognitive-Affective-Normative model to explain the intention of MAS consumers to use MAR in a physical store and analyze the moderating effect of gender on this relationship. The model is tested on a sample of 388 MAS men and 417 MAS women. The results show that the main antecedents for MAS men come from the model's cognitive dimension (“performance expectancy,” “effort expectancy”), while MAS women's acceptance is most conditioned by the cognitive dimension (“performance expectancy”) and normative dimension (“social influence”). These findings have theoretical implications for reviving the physical retail sector taking gender differences into account.

Advancing the marketing‐operations interface in omnichannel retail

Advancing the marketing‐operations interface in omnichannel retail

Factors affecting consumers' purchase intention for agriculture products omni-channel.

Agricultural retailers face serious challenge of losing consumers due to channel integration, it has become essential to provide an expected consistent and seamless omni-channel shopping experience in an omni-channel environment. Although previous literature has begun to focus on the consumer perspective of the omni-channel experience, little attention has been paid to the process of change from a single retail environment to omni-channel. By combining the research frameworks of unified theory of acceptance and use of technology (UTAUT) and the value-based adoption model (VAM), this study aims to identify the drivers of omni-channel consumer purchase intention in agriculture products retail. This article conducts a questionnaire survey on 620 samples in China. The results show that single-channel shopping cost, reference groups, positive online reviews, and single-channel perceived risk have a significant positive impact on the omni-channel purchase intention of agricultural products, and perceived value plays a mediating role. Moreover, contextual factors partially have a negative moderating effect. When consumers purchase agricultural products, the more suitable the online shopping environment is, the weaker the influence of single-channel shopping costs, reference groups and positive online reviews on consumers' omni-channel purchase intention. These findings build on the existing literature on the omni-channel retail consumer experience and provide insights for fresh produce retailers to implement and evaluate an omni-channel integration strategy for agriculture products. The findings may shed lights on how to promote the healthy development of the omni-channel sales model of agricultural products.

Rise of ASEAN omnichannel consumer intensity: corollary of ostensive omnichannel strength of portable application selection, transactional motivations and marque advocacy

Rise of ASEAN omnichannel consumer intensity: corollary of ostensive omnichannel strength of portable application selection, transactional motivations and marque advocacy

The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions

In recent decades, retail has been faced with a challenging scenario, resulting from the digital transformation driven by advances on the internet that has transformed retail business models, especially in commercial transactions, giving consumers a new shopping experience. However, it has been a challenge for retailers to maintain the same shopping experience in different marketing channel formats, mainly with regard to understanding the consumption habits of consumers and what can influence their purchase decisions. As far as is known, the buying process is not only about the act of buying. There is an entire buying journey that must be studied to ensure customer satisfaction from the first contact to the after-sales experience. In this context, this article identifies and analyzes the stages of the omnichannel retail purchase journey from the consumer’s perspective. To achieve the proposed objective, this study was conducted through a systematic literature review in accordance with the SPAR-4-SLR protocol. The results present several analyses that demonstrate the complexity involving the consumer’s perspective in the purchase decision process. The insights show how complex it can be to for companies to manage the purchase journey due to the individuality of each consumer. The main finding shows that most marketing studies do not address the omnichannel consumer journey and, when they do, they focus on specific parts to the detriment of a more holistic view of the buying process. The originality of this article lies in the fact that few studies on omnichannel retail have focused on the integration of all touchpoints using an empirical longitudinal evaluation.

Клиентоориентированный подход к управлению предприятием в условиях цифровой трансформации бизнеса

Customer focus in the enterprise management system is an important condition for its functioning and a key success factor in a competitive environment. The problem of customer focus from the point of view of the process approach remains insufficiently studied. There are explored the approaches to the customer focus of an enterprise by using the method of content analysis. The basic postulates of the concept of customer relationship management are considered, which is aimed at optimizing the current and future consumer value for the company and ensuring a long-term competitive advantage through the optimal provision of value to the customer. The strategic role of CRM in company management is studied, which combines the potential of intelligent technologies and relationship marketing strategies to maintain profitable, long-term relationships with customers. The functions of CRM - systems in ensuring the enterprise’s customer orientation are highlighted. It has been proven that the development and widespread use of digital technologies can provide the necessary personalization to ensure a customer-oriented enterprise. It is noted that the digital transformation of business affects the intensive development of the company, providing maximum customer value and customer focus. In the context of omnichannel consumer behavior the companies need to be more flexible than before in order to meet consumer expectations and ensure a satisfying consumer experience. The general components of developing the enterprise’s customer orientation concept in the context of digital business transformation are presented. A model of a client-oriented enterprise based on business processes is proposed, which reflects the main important processes of creating the client capital aimed at effective interaction with customer in touchpoints.

The effects of utilitarian value on omnichannel continuance intention: the moderating role of product involvement

PurposeThis study aims to examine the factors that motivate consumers’ omnichannel continuance intention from the utilitarian value perspective and to test the moderating role of product involvement.Design/methodology/approachStructural equation modeling was used to analyze the research model with data on 382 omnichannel consumers.FindingsThree perceived utilitarian value dimensions – quality, monetary savings and convenience – positively influence consumers’ omnichannel continuance intention through their attitudes. Convenience is the main driver of consumers’ omnichannel shopping. Moreover, the effect of perceived quality on attitude is greater for consumers with low rather than high product involvement.Research limitations/implicationsThis study refines the research on omnichannel consumer behavior, adds to the factors known to influence consumers’ omnichannel selection and identifies the critical role of product involvement in retaining consumers. However, it only investigates the basic dimensions of perceived utilitarian value and does not distinguish between types of omnichannel services. Future research can expand upon consumer intention by considering more utilitarian values and omnichannel services.Practical implicationsOmnichannel retailers should consider the significance of these findings in guiding consumer retention and channel integration. Specifically, they may suggest more convenient methods for shopping and measures of consumer product involvement to provide utilitarian value.Originality/valueThis study adds to the literature on omnichannel selection by investigating consumers’ continuance intention. Analyzing the effects of utilitarian value extends prior research on information systems, channel integration, supply chain management and consumer experience.

CONSUMERS' INTENTION TO USE OMNICHANNELS: SOUTH AFRICAN RETAIL STORES PERSPECTIVE

The fourth industrial revolution has transformed how we do things, including retailing and consumers' shopping habits. Multiple devices equipped with multiple screens enable consumers to compare prices before purchasing goods or services. Despite the fast pace of technological development that has provided an opportunity for a unique and satisfying experience for consumers through any touch point in the retailing industry globally, retailers in developing countries are still lagging in understanding the factors influencing omnichannel consumers' behaviour. The literature on factors influencing omnichannel use in a South African context remains inconsistent and fragmented, as most previous studies are based on consumers in European and Asian markets (Weber-Snyman & Badenhorst-Weiss, 2018). Against this backdrop, it becomes imperative to explore the factors influencing omnichannel consumers' behaviour in South Africa. The study contributes to the emerging and growing field of omnichannel retailing by identifying the factors influencing consumer behavioural intention to use omnichannel in South Africa. Consumers seek out new technology to experiment with and be the first to try it among their family and friends. A descriptive survey was conducted in Gauteng province using a questionnaire. Respondents were identified through the convenience sampling method. The study findings suggest that a consumer's intention to purchase in an omnichannel store is influenced by performance expectancy, effort expectancy and personal innovativeness. The researcher recommends that the omnichannel retailer managers properly define the values incorporated in an omnichannel store to stimulate personal innovativeness during the online shopping journey, as personal innovativeness is an essential predictor of purchase intention. It would be interesting for another researcher to replicate this study in other provinces across South Africa, specifically rural areas.

Transforming the automotive retail: Drivers for customers' omnichannel BOPS (Buy Online & Pick up in Store) behavior

This study aims to identify the drivers in BOPS (Buy Online & Pick up in Store) usage intention of omnichannel consumers in the automotive retail sector. The study proposes a conceptual framework, extended UTAUT-TTF, synthesizing various theoretical perspectives and revealing the mechanism behind consumer behavior. The research surveyed 436 potential customers in South Korea, incorporating a factorial survey method. The findings suggest that Performance expectancy, Effort expectancy, and Facilitating conditions have a mediation effect through Task-technology fit affecting Usage intention. The results also support the influences of decisive factors in predicting the consumers' preferences to use BOPS. Social influence, however, did not present a significant effect on Usage intention. Personal innovativeness, selected for the extension of UTAUT, was the strongest predictor for the customer's BOPS usage intention. The research contributes to future technology acceptance literature, proposing that UTAUT-TTF can serve an essential role in predicting consumer behavior.

통합기술수용이론(UTAUT) 기반 옴니채널 서비스의 사용자 수용과 동인이 이용의도에 미치는 영향 연구: 혁신성과 자기효능감의 조절 효과를 중심으로

As the importance of omnichannel has emerged, studies related to consumer acceptance of omnichannel are actively underway. This study determined that the core of omnichannel lies in connectivity and personalized services. The characteristics of the omnichannel were classified into four factors: ① instant connectivity, ② location-based provability, ③ interactivity, ④ entertainment. In addition, UTAUT model was used to study consumer acceptance and drivers according to the characteristics of each omnichannel. The results of this study found that the characteristics of omnichannel have three main effects on the belief variables of UTAUT model. First, among the characteristics of omnichannel, instant connectivity and entertainment have a significant effect on performance expectation, and instant connectivity, location-based provability, and entertainment have a significant effect on effort expectation. In addition, instant connectivity, location-based provability and entertainment had a significant effect on social influence, and instant connectivity, location-based provability, interactivity, and entertainment had a significant effect on facilitating conditions. Second, The UTAUT model"s belief variables performance expectation, effort expectation, social influence, and promotion conditions have a significant effect on the intention to use. Third, it was found that the influence of omnichannel characteristics on the UTAUT model was moderated according to the level of individual innovation and self-efficacy. This paper verified the user acceptance and usage key drivers for omnichannel services from the consumer perspective. It is expected to provide theoretical and practical implications for omnichannel consumer acceptance in that it can serve as the basis for establishing an appropriate strategy for omnichannel services in the future.

An Overview on Omnichannel Inventory Strategy under Uncertain Demand

With the improvement of people’s living standards, there are higher requirements for product quality and personalization. At the same time, the development of science and technology, such as big data, cloud computing, VR, etc., provides technical support to meet the higher shopping needs of consumers. Promoted by these two factors, omnichannel came into being. In the omnichannel model, a single demand may exist in multiple channels, which increases the difficulty of retailer demand forecasting and brings challenges to the inventory management of omnichannel retailers. This article sorts out and analyzes the changes in omnichannel consumer demand, the relationship between channels, and the related research on multi-channel and omnichannel inventory strategies, and finds that there are few studies on omnichannel inventory strategies. At present, the research on omnichannel inventory strategy is mostly based on a specific omnichannel model inventory strategy research. The characteristics of omnichannel such as changes in demand and channel relationship have not been included in the relevant research. The characteristics of omnichannel such as changes in demand and channel relationship have not been included in the relevant research. This paper proposes that future research can pay more attention to the impact of the new characteristics of the omnichannel model on inventory management, as well as the challenges of inventory management caused by the competition and cooperation between channels, and provide a scientific basis for omnichannel inventory management.

Antecedents of Webrooming in Omnichannel Retailing.

Although webrooming has become common practice in omnichannel consumer behavior, only a few empirical studies have managed to shed light on the phenomenon. With this research work, we aim to investigate important antecedents of webrooming. We base our conceptual framework on anticipated utility theory and expect that customers’ anticipated utility from using the physical store versus the online store for purchase can be predicted by four groups of antecedents: psychographic variables, shopping motivations, channel-related variables, and product-related variables. With the help of a data set from a large cross-national online survey in which 1497 customers reconstruct their last purchase journey, we differentiate webroomers from pure online shoppers. In addition, we disentangle customers who used retailer-owned, competitor-owned, and independent touchpoints along the search and purchase phase of the customer journey in order to characterize webroomers in an omnichannel context and assess their prevalence in different countries and industries. Our insights on the characteristics and antecedents of webrooming help retailers to detect and better understand the psychology behind the webrooming phenomenon from a consumer perspective in an omnichannel retailing environment. In addition, results from our exploratory analysis on the positive association between webrooming and customer spending contribute to research and practice by providing first evidence on the economic value of webrooming.