Omni-channel Distribution Research Articles

Viral Dynamics on Social Media: Enhancing Brand Engagement through Meme Marketing Strategies

This research delves into the transformative power of meme marketing in shaping brand engagement and consumer perception within digital ecosystems. By conducting a nuanced examination of meme-centric marketing strategies, this study elucidates how brands leverage viral content to foster a sense of community and enhance customer loyalty. It employs a methodological approach that combines qualitative analysis and digital analytics to assess the impact of memes on audience engagement metrics and brand sentiment. The findings underscore the importance of authenticity and the strategic alignment of meme content with brand identity and audience values. The study also highlights the role of omni-channel distribution strategies in amplifying reach and engagement, offering actionable insights for marketers aiming to capitalize on the dynamic nature of digital culture. Additionally, it points to the growing significance of user-generated content in meme marketing, advocating for brands to foster participatory cultures that encourage audience creativity. The research sets the stage for future investigations into the evolving landscape of digital marketing, suggesting further exploration into the intersection of technology, culture, and consumer behavior in the age of memes.

Understanding the role of physical trial for good shopping decisions

Purpose In the context of omnichannel distribution development, this study aims to understand how and why trying products out helps people make good purchase decisions (i.e. decisions that they do not regret later). Design/methodology/approach The paper uses mixed methods consisting of an experiment (n = 162), a series of interviews with consumers (n = 16) and in-store observations (n = 202). Findings Results show that trying products out allows us to evaluate how they will fit, which increases purchase intention. They also indicate that trying leads to better decision-making. Research limitations/implications This paper enriches product trial literature and sheds new light on how sales channels combine in omnichannel distribution. Practical implications The conclusions of this research will be useful to retailers who want to help consumers make better purchasing decisions. Social implications Helping consumers make better decisions minimizes the societal impact of consumption by reducing the frequency of re-purchases and product returns. Originality/value The originality of this research lies in using mixed methods, providing a complete understanding of why consumers try products out and how they do so.

The Role of the Logistics Operator in the Network Coordination of Omni-Channels

This research aims to bridge a critical gap within the realm of logistics coordination, specifically targeted at bolstering the coordination of flows in omni-channels. The outcome of this study culminates in the creation of a comprehensive tool for evaluating logistics operators, discerning those who exhibit supreme proficiency in orchestrating network dynamics within omni-channel contexts. To fulfil the objectives of this paper and elucidate pertinent research inquiries, an exhaustive literature review is coupled with meticulous scrutiny of the SCOPUS database via the advanced VOSviewer 1.6.20 software. The research delineates an array of coordination mechanisms accessible to logistics operators, which can be judiciously tailored as a bespoke fusion of market-driven, social, hierarchical, and logistical coordination tactics. These mechanisms expand upon antecedent investigations, encompassing both network coordination paradigms and the pivotal role of logistics operators within omni-channel frameworks. Experts assessed that forecasting network flows is the most significant element in logistical coordination, receiving a weight of 0.1312, while managing network participants’ resources from the logistics operator level received a weight of 0.1148. A tangible contribution to the academic discourse transpires as we introduce a pioneering tool meticulously designed for stakeholders entrenched in omni-channel distribution networks. Termed the ‘Multicriteria Assessment Sheet for Evaluating the Coordination Competence of Logistics Operators within Omni-channel Systems,’ this instrument augments the scholarly landscape.

Configuration of last-mile distribution networks for an encroaching manufacturer

AbstractThe surge of e-commerce has revolutionized distribution channels, escalating from simple single-channel frameworks to complex multi-channel and omni-channel networks. In particular developments in information technology and rising customer expectations have popularized the transition from multi- to omni-channel distribution, where the classic brick-and-mortar stores can also be part of the omni-channel distribution strategy. This evolution poses intricate challenges for manufacturers, especially in the integration and optimization of these channels. Thus, there is a strong need for an in-depth analysis of how manufacturers navigate the transition across diverse distribution channels to meet the varying needs of different customer segments. To this end, we investigate single-, multi-, and omni-channel distribution strategies for the case of a manufacturer selling both standard and customized products to different customer segments with varying preferences. A central contribution of this research is the creation of an integrated optimization model that resolves a location-routing problem, designing a complex and realistic supply chain configuration suitable for an omni-channel distribution system. This model strategically serves to fragmented customer demands through multiple shopping and delivery options. The outcomes of our study indicate that an omni-channel distribution system is a viable approach, capable of serving more customer segments while simultaneously minimizing logistics costs. In addition, we offer a detailed analysis of the cost implications of in-store pickup versus home-delivery options, providing a comprehensive evaluation of their respective impacts on total logistics costs and customer responsiveness.

Omni-Channel Distribution: A Transshipment Modeling Perspective

In our work, we develop a specialized optimization technique that adapts the general linear programming Transshipment model to the ever-growing needs of Omni-Channel distribution in Supply Chain Management. With the rapid adoption of “smart” mobile technologies, customers now acquire merchandise across multiple channels and devices. As a result, retailers are challenged with downstream operational complexities. Fulfillment of customer orders now changes the placement and amount of independent demand inventory organizations may hold. Our research integrates the use of Hub or Fulfillment Centers, locations where sellers fill customer orders placed through e-commerce, as an additional segment of demand. This adaptation to the optimization of Transshipment can result in significant benefits to the firm’s logistics presence, customer retention, and profit.

Understanding customers’ choice for digital D2C versus multi-brand operations

In recent years, the emergence of highly successful digital multi-brand retailers has facilitated an omnichannel distribution strategy to become the norm for brands. Rather than relying solely on these multi-brand retailers, it is necessary for companies’ omnichannel strategy to establish strong brand-owned direct-to-consumer (D2C) webstores. To help D2C brands make decisions regarding distribution channel choices, this paper investigates the circumstances under which customers prefer brands’ D2C webstores over digital multi-brand retailers and how these circumstances vary across phases of the customer journey. The results from an extensive experimental study demonstrate that, depending on the customer journey, brands’ D2C webstores can compete with digital multi-brand retailers, particularly in product categories characterized by deep assortments, the need for extensive product information, exclusive products, or a high degree of personalization.

Gender and generational differences in omnichannel shopping travel decisions: What drives consumer choices to pick up in-store or ship direct?

Omnichannel distribution is a retail innovation that provides a seamless purchasing experience to customers through cohesive experience across channels, cross-channel integration, and integrated assistance. Blurring the lines between offline and online shopping, concepts like “Buy-Online-Pickup-In-Store” (BOPIS) and “Buy-In-Store-Ship-Direct” (BSSD) are increasingly becoming accepted in retail operations. While many retailers are still in a nascent phase of integrating online channels and physical stores, consumer-centric studies are called for to investigate the diffusion of these new strategies in the evolving marketplace. Our study explores the key adoption determinants of these new omnichannel strategies, focusing on the case of India. A detailed online survey was used to collect data for a sample of 311 Indian consumers. Econometric analysis reveals the main purchase influencing factors. We find that a quick purchase process, elimination of product delivery delays, delivery and shipping costs, ease of receiving product, retail system reliability and, trust in retailer are key adoption determinants. Purchase returnability is only weakly associated with BOPIS purchase choices while payment security has no significant effect. Among six demographic variables, only gender and age are found to differ significantly between the two concepts. These insights from this study should be useful for retailers to design omnichannel strategies and for transport policy makers to predict the future growth of e-commerce related transport movements.

DIGITAL TRENDS IN MARKETING LOGISTICS IMPLEMENTATION

The article discusses the topic of digital logistics and marketing trends that are relevant in modern economic
 conditions for the effective promotion of goods and services to the market. The results of a comparative study of the main
 indicators of the volume of services provided by organizations carrying out logistics and forwarding activities of the
 Republic of Belarus for 2017-2021 are presented. Factors and reasons are highlighted that have a negative impact on
 the dynamics of balanced development in the context of sanctions pressure and the severance of ties with European
 countries and the Baltic states. Digital marketing and logistics tools are presented to improve the efficiency of the
 promotion of goods and services to the market. The author's definition of marketing logistics and interrelation of
 distribution logistics with sales activities of enterprises is given. Based on the analysis of the volume of services provided
 by organizations carrying out logistics and transportation and expeditionary activities, problems related to the
 insufficiently effective use of information and communication technologies of enterprises of the shoe industry of the
 Republic of Belarus were identified. The trend of omnichannel distribution of products is proposed, as improving the
 application of digitalization of marketing logistics, at the shoe enterprise SOOO Belvest, taking into account the
 developed gate map.

An investigation on consumers' preferences for parcel deliveries: applying consumer logistics in omni-channel shopping

PurposeOmni-channel shopping affords consumers a variety of delivery options to receive products based on their preferred times and locations. By considering consumers' contributions (physical, social and attentive efforts) in co-creating delivery services, this study investigates their preferences for parcel delivery.Design/methodology/approachA scenario-based questionnaire survey is conducted for data collection in Singapore (n = 483). Furthermore, a multinomial logistic regression is performed to assess consumers' choice mode of delivery among five alternatives, that is attended home delivery, unattended home delivery, automated self-collection locker, attended pickup point and click-and-collect.FindingsCompared to attended home delivery, consumers who choose the alternatives are found to be more willing to contribute physical effort but less interested in responding attentively to informational updates. Efforts required for social interactions discourage consumers from choosing attended deliveries, prompting unattended alternatives (e.g. home delivery and self-collection) as more attractive choices. Additionally, socio-demographic factors and product value also influence consumers' preferences.Originality/valueThis study contributes to the literature by integrating the theoretical concept of consumer logistics into omni-channel studies, providing a new approach to examining consumers' channel behaviour. With detailed profiling that links product value and consumers' socio-demographics to their choice mode of delivery, the authors create practical insight into the optimal design of omni-channel distribution systems that best harness consumers' voluntary contributions.

Effect of demand uncertainty on omnichannel distribution network design strategies

AbstractTo investigate the effect of uncertain demand on various omnichannel distribution network strategies and analyze the impacts of various online order fulfillment policies, a two‐staged network optimization model is built. The two stages are a deterministic model to define the optimal distribution network and a simulation model to determine the optimal network flow to maximize the total profit for a given distribution network and online order fulfillment policy. This study shows the importance of taking demand uncertainty, requested delivery time, and customer service level (CSL) into account in designing an omnichannel distribution network. The results of the simulation model indicate that shipments from warehouse (SFW) and hybrid strategies more successfully cope with variation because there is a greater profit decline in shipments from store (SFS) strategies. The results also show that applying a dynamic assignment policy plays an important role in handling variation in demand. The study shows that, as demand uncertainty and CSL increase, having products available in central repositories becomes even more important to cope with demand variation. The study also indicates SFS strategies that seem more profitable in the assumed‐to‐be deterministic model might be misleading because SFS strategies become less profitable (compared to SFW strategies) when demand uncertainty is taken into account.

A novel algorithm for evaluating the configurations of Omni channel distribution network considering transparency and consensus formation

A novel algorithm for evaluating the configurations of Omni channel distribution network considering transparency and consensus formation

A novel algorithm for evaluating the configurations of omni-channel distribution network considering transparency and consensus formation

In this paper, an algorithm has been developed to evaluate the performance of omni channel distribution network configurations based on data envelopment analysis (DEA) models and consensus formation. At first, bi-objective input- and output-oriented simultaneous DEA models are developed to evaluate the configurations with respect to two common criteria, i.e., the service and cost, and the transparency criterion which is defined based on the blockchain technology. Then, a consensus is formed on the evaluation results, based on a risk-based optimisation model. The proposed models are solved by fuzzy goal programming. In addition, the application of the proposed models is demonstrated through a case study in the context of the Indian retail industry. The computational results extracted from the optimisation models developed in our paper showed that the transparency criterion is very effective in the configurations evaluations and scores.

Motor Carrier Regulation and Last Mile Delivery: Have we Come Full-Circle with Carrier Practices?

The focus of logistics has been to deliver products to customers as quickly and consistently as possible without a severe loss in profit. The growth of multichannel retailing in connection with the recent surge in on-line ordering, has forced the logistics industry to evaluate current transportation practices and make innovative adjustments. In our work, we reflect on the changes to motor carrier transportation over time through the lens of regulation. Concerns about rates, entry to markets, and the safety of carriers were common around the Great Depression. Policy makers took notice and imposed economic and social regulation. Motor carrier strategies changed to meet these new policies and the motor carrier industry settled into decades of stability. Midway through the 20th century many began to question the efficiency of the industry. Entry was difficult, rates were considered high, but safety issues were of little concern at the time. Deregulation became widely popular with policy makers, and the industry changed its strategies again to comply with deregulated policies. Today, technology has become a prominent tool for all. Together, e-Commerce, Omni-Channel Distribution, Last Mile Delivery and Gig Delivery are poised to change motor carrier practices again. So, where does the industry go from here? Some think that it is headed back to economic and social regulation policies of the past. We examine the impact of previous legislation on the transportation industry, specifically motor carriers, which led to deregulation of motor carriers in the 1990’s. Considering the growth of on-line sales, we attempt to look forward, using the past, to hypothesize how they may operate in the future.

Приложение на омниканалната дистрибуция в туризма

Omnichannel distribution is gaining more and more popularity in today’s world of digitalization and globalization. An increasing number of travel companies are discovering its advantages and implementing it in their activities. The main focus of omnichannel distribution is on consumers and their shopping experiences. All stages of the purchase process must be seamless and as convenient as possible for consumers.

Specificity and development of distribution strategies of luxury fashion brands

The market of luxurious fashion brands is a challenging business area. It usually needs the right marketing strategy for its management. Luxury fashion brands face the challenge of how to balance the wider distribution, while at the same time confirming the peculiarity of their offer. The aim of this study is to analyse the specificity of luxury fashion brand distribution and its role in creating luxury fashion brand value. The specificity of physical and digital channels of luxury fashion brands distribution was analysed. The hypothesis was that luxury could be hardly emitted through digital distribution channels. By analysing the relevant literature and case studies, it was realised that in the market of luxury fashion brands there are exceptions to the strict rules established from the very beginnings of the luxury fashion industry. The distribution of brands with a long tradition and successful business results like Louis Vuitton, Hermes and Chanel were analysed. Luxury fashion brands successfully resist technological development by nurturing the tradition of exclusivity and unavailability. These can be marketed to some extent through digital distribution channels. The omnichannel distribution of luxury fashion brands is highly valued among the younger population. It gains greater market potential and therefore greater revenue.

Performance Evaluation of Omni-Channel Distribution Network Configurations considering Green and Transparent Criteria under Uncertainty

Satisfying customer demand is one of the growing concerns of supply chain managers. On the other hand, the development of internet communications has increased online demand. In addition, the COVID-19 pandemic has increased the demand for online shopping. One of the useful concepts that help to address this concern is the omni-channel strategy, which integrates online and traditional channels with the aim of improving customer service level. For this purpose, this paper proposes an algorithm for evaluating Omni-channel Distribution Network Configurations (OCDNCs). The algorithm applies an extended Data Envelopment Analysis (DEA) model to evaluate OCDNCs based on cost, service, transparency, and environmental criteria; and then, forms a consensus on the evaluation results generated according to different criteria by utilizing an uncertain optimization model. To the best of our knowledge, this is the first attempt in which such an algorithm has been employed to take into account the mentioned criteria in a model to evaluate OCDNCs. The application of the proposed models was investigated in a case study in relation to the Indian retail industry. The results show that the configuration with the most connections among its members was the most stable, robust, and efficient.

Competitive environment assessment for the online business development in the digital economy

The author proposes the scientific and methodological approach to assess the impact of competitive environment factors on online business, taking into account the specifics of active digital transformation background. The article takes on the issue of the development of a system of metrics for assessing constituents. The research questions focused on the interpretation of the directives for the sustainable development of online business, which is based on the personalized and non-predictable expectations of online buyers according to modern strategic concepts. The author develops the program for online business management and development activities to obtain maximum satisfaction of the changing preferences of online buyers and their online trust. The article represents the formulation of the strategic guidelines for the sustainable development of online business in the digital economy, with the synchronous implementation of the client-centric model, IT innovations, omnichannel distribution of goods, and the creation of value propositions. Keywords: Online Business; Competitive Environment; Online Business Management; Sustainable Development of Online Business; Strategic Guidelines for Sustainable Online Business Development.

Omnichannel facility location and fulfillment optimization

E-commerce has been evolving towards omnichannel as we have witnessed many once pure e-retailers opening physical stores or showrooms to enable customers to inspect the product and quickly assess product fit. In omnichannel transportation operations, these stores can strategically fulfill online orders to improve delivery efficiency and reduce transportation costs. Motivated by this trend, this paper studies a pure e-retail company that plans to introduce the offline channel with physical stores and practice omnichannel distribution. For the e-retailer, opening stores can benefit from the reduced transportation cost and the increased revenue, both of which inherently depend on how customers choose channels and stores to make purchases. To this end, we employ a discrete choice model to estimate customers’ choices and then propose a modeling framework that jointly optimizes the location of stores and the omnichannel fulfillment strategy to maximize the profit, accounting for the revenue, the transportation cost, and the fixed operating cost of stores. To solve the model of practical scale, we develop a branch-and-cut algorithm, which leverages Benders cuts that are generated on-the-fly using two analytical separation functions. Our computational studies suggest that the proposed algorithm is efficient for solving large-scale problems. Finally, we conduct sensitivity analysis and draw insightful observations.

Joint Decisions of Inventory Optimization and Order Allocation for Omni-Channel Multi-Echelon Distribution Network

Firms with omni-channel multi-echelon distribution networks (OMDC) integrate all of their sale channels and distribution echelons to achieve an effective matching of multi-type orders and a shared inventory. However, the high operational cost caused by insufficient use of inventory resources and unreasonable order allocation restricts the sustainable development of firms. To this end, the joint decisions of inventory optimization (IO) and order allocation (OA) are explored to achieve cost-efficient and sustainable omni-channel operations. Specifically, from the perspective of IO, an inventory integrated policy is proposed for online and offline inventory sharing within nodes and lateral transshipment between nodes; from the aspect of OA, an order allocation mechanism is designed for the minimum cost under the influence of multiple factors (inventory replenishment, holding, order delivery distance and time) among different echelon nodes. A joint optimization model of an inventory and orders is therefore developed and is subsequently solved using the Genetic Algorithm (GA). Results obtained show that the proposed strategy has a better performance with regards to operational cost and customer service level and is also more sustainable than alternative strategies. The proposed joint strategy provides a relatively novel approach to realize flexible and sustainable omni-channel distribution systems.

Identifying and analysis of key flexible sustainable supply chain management strategies toward overcoming the post-COVID-19 impacts

PurposeThe emerging markets are facing a lot of risks and disruptions across their supply chains (SCs) due to the deadly coronavirus disease 2019 (COVID-19) pandemic. To mitigate the significant post-COVID-19 consequences, organizations should modify their existing strategies and focus more on the key flexible sustainable SC (SSC) strategies. Still now, a limited number of studies have highlighted about the flexible strategies what firms should adopt to reduce the rampant effects in the context of emerging markets.Design/methodology/approachThis study presents an integrated approach including Delphi method, Bayesian, and the Best-Worst-Method (BWM) to identify, assess and evaluate the importance of the key flexible SSC strategies for the footwear industry in the emerging market context.FindingsThe results found the manufacturing flexibility through automation integration as the most important flexible SSC strategy to improve the flexibility and sustainability of modern SCs. Also, developing omni-channel distribution and retailing strategies and increasing the level of preparedness by using artificial intelligent are crucial strategies for overcoming the post-COVID-19 impacts.Originality/valueThe novelty of this research is that the research connects a link among flexible strategies, SCs sustainability, and the impacts of the COVID-19 pandemic. Moreover, the research proposes a novel and intelligent framework based on Delphi and Bayesian-BWM to identify and analyze the key flexible SSC strategies to build up sustainable and robust SCs which can withstand in the post-COVID-19 world.