Omnichannel Marketing Research Articles

Who are the multichannel shoppers and how can retailers use them? Evidence from the French apparel industry

PurposeThis study aims to identify, within the context of the French fashion industry, the characteristics of multichannel shoppers, that is, consumers who use more than one channel in a single shopping trip. We especially investigate whether consumers' focus on quality versus price affects their multichannel shopping tendency and their flexibilities in their shopping lists (basket flexibility).Design/methodology/approachWe surveyed a representative sample of 400 French shoppers regarding fashion apparel purchasing. We use a logistic regression framework to measure the probability of a shopper becoming a multichannel shopper based on the key constructs and a battery of control variables.FindingsThe analysis shows that, in fashion buying, shoppers focused on quality and those with high basket flexibility have a higher probability of becoming multichannel shoppers. The probability becomes even greater when a shopper is both quality oriented and has basket flexibility.Research limitations/implicationsWe focus on the fashion apparel market for a deeper understanding of multichannel usage of products with both experience and search features. Future research can investigate other industries for higher generalizability.Practical implicationsOur research provides insights into multichannel fashion companies whose managements aim to effectively manage high-value customers who tend to use more channels when shopping. Specifically, an omnichannel marketing strategy should focus on capturing the quality-oriented and highly basket-flexible segment of consumers.Originality/valueOur study provides evidence that for products having high experiential as well as search features, quality-oriented and highly flexible shoppers engage more in multichannel shopping. Because these characteristics are related to the long-term value of customers, we provide the link between multichannel marketing and firm profitability in the context of the fashion industry.

Маркетинг як економічна наука

The aim of the article. The purpose of the article is to form evidence that marketing is an economic science. The results of the analyses. Marketing is an economic science that studies the problem of sales in the capital cycle, ie the issue associated with the transformation of the commodity form of the value of capital into the monetary form of the value of capital. Marketing in terms of commodity production solves the problem of sales in the capital cycle. The reason for the emergence of marketing is the emergence of the buyer's market at the stage of mechanization of the industrial stage of commodity production. The subject of the study of marketing is the study of the problem of sales in the capital cycle. The essence of marketing is a support at the stage of sale of the continuity of the capital cycle. Marketing, like any economic sciense, is evolving, and the stages of evolution must be tied to the way goods are produced. Since the advent of classical marketing theory, the method of production has changed, so it is logical to assume that its periodization should change adequately. In the context of digitalization of the economy, the Internet and other digital channels are changing the forms and methods of marketing, the era of omnichannel marketing has come, the marketing of the XXI century. Conclusions and perspectives for further research. Marketing is the result of the development of four economic doctrines: mercantilism, classical and neoclassical political economy, marginalism, institutionalism. The genetic roots of marketing go back to the early stages of capitalism, and the evolution of marketing theory is intertwined with the evolution of economic theory. With the digitalization of the economy, the Internet and other digital channels are changing the forms and methods of marketing, the era of omnichannel marketing has come. Automation, targeting, personalization, video content, multimedia projects, online marketing research modernize marketing in form. But the mission of marketing remains the same as to solve the problem of sales in the capital cycle of enterprises. In the future it is necessary to study the evolution of the marketing paradigm taking into account the changes in technological systems during the XX-XXI centuries. Keywords: marketing, economics, mercantilism, political economy, marginalism, institutionalism, omnic marketing.

Importance of Diversified Marketing Strategies for Fast Food Restaurant Chains

Every organization needs to consistently adjust operations and marketing strategies in order to perpetually satisfy consumers and reinforce dedication to the vision and mission of the company. The adjustments need to be made over time, according to situational influences as well as internal and external trends affecting consumer behavior. Without a proper marketing strategy, a company may go out of business due to internal and external organizational pressures. Nowadays, as the economies of countries worldwide show signs of crisis, fast food industry players need to adjust their marketing strategies in order to overcome the competition within new circumstances. This literature review demonstrates that in order to succeed in this competition, food chain companies need to combine multiple approaches and use omni-channel marketing campaigns. This article summarizes the research made over the last two decades and suggests topics in this area that can be further researched. The research documents, reviewed in chronological order, are peer-reviewed articles, conference papers, corporate websites and major media resources.

Importance of Diversified Marketing Strategies for Fast Food Restaurant Chains

Every organization needs to consistently adjust operations and marketing strategies in order to perpetually satisfy consumers and reinforce dedication to the vision and mission of the company. The adjustments need to be made over time, according to situational influences as well as internal and external trends affecting consumer behavior. Without a proper marketing strategy, a company may go out of business due to internal and external organizational pressures. Nowadays, as the economies of countries worldwide show signs of crisis, fast food industry players need to adjust their marketing strategies in order to overcome the competition within new circumstances. This literature review demonstrates that in order to succeed in this competition, food chain companies need to combine multiple approaches and use omni-channel marketing campaigns. This article summarizes the research made over the last two decades and suggests topics in this area that can be further researched. The research documents, reviewed in chronological order, are peer-reviewed articles, conference papers, corporate websites and major media resources. Keywords: consumer behavior, McDonald’s, decision-making process, business strategy, marketing strategy

Informational Challenges in Omnichannel Marketing: Remedies and Future Research

Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this strategic path is mired with obstacles. This article investigates three challenges in realizing the full potential of omnichannel marketing: (1) data access and integration, (2) marketing attribution, and (3) consumer privacy protection. While these challenges predate omnichannel marketing, they are exacerbated in a digital omnichannel environment. This article argues that advances in machine learning and blockchain offer some promising solutions. In turn, these technologies present new challenges and opportunities for firms, which warrant further academic research. The authors identify both recent developments in practice and promising avenues for future research.

An Investigation of What Factors Determine the Way in Which Customer Satisfaction Is Increased through Omni-Channel Marketing in Retail

There have been significant changes evident across the retail sector over the last 20 years, which have been primarily influenced by technological advancements. These changes have forced many retailers to rethink their business models and utilise a combination of both brick and mortar stores and online domains to present an integrated shopping experience. In order to gain an understanding of how customer satisfaction is increased through omni-channel retailing, we collected data through survey research, specifically through semi-structured interviews and questionnaires. In order to generate concise and accurate findings, the data were analysed using thematic analysis. From this analysis, three themes were generated. The first theme explores the reasoning behind preferred shopping methods and what influences these customers’ purchase methods. The second theme explores customers’ personal preference and investigates the potential of using virtual reality as a method for increasing customer satisfaction. Finally, the third theme looks into utilising interactive technology to create a diversified user experience. This theme explores the potential of utilising a communication platform for customers and also designing a tangible interface for disabled customers. This study has opened up an opportunity for future research and has outlined potential design insights in how to improve customer experience and customer purchase intentions.

Omnichannel marketing: Are cross-channel effects symmetric?

The rapid growth in omnichannel (e.g., Web, call center, sales agent, store) shopping and the need to effectively allocate resources across channels are prompting managers and researchers to better understand cross-channel effects, that is, the effects of marketing efforts in one distribution channel on shopping outcomes in other channels. We develop a broad set of hypotheses about cross-channel effects based on channel richness and influence roles (informative, persuasive). To test the hypotheses, we model the effects (own and cross) of channel marketing efforts on shopping outcomes in different channels through a simultaneous equation system. We estimate these models using data from the auto insurance industry that comprises the exclusive agent, the independent agent, the Web, and the call center channels. Our results offer novel insights. They show that cross-channel effects and elasticities are significant and asymmetric. While the effect of marketing efforts in a channel on shopping outcomes in a dissimilar (with a different primary influence role) channel is positive (e.g., exclusive agent, the Web, and the call center channels are complementary), the magnitudes of the cross-channel effects are asymmetric. Similarly, while the effect of marketing efforts in a channel on shopping outcomes in a similar (with the same primary influence role) channel is negative (e.g., independent agent and exclusive agent channels are substitutional), they are also asymmetric. Exclusive agent efforts have a greater negative effect on the outcomes of independent agent efforts than vice versa. Based on the results, we develop a channel influence vs. influenceability analysis tool for managers to better plan their channel efforts. We also illustrate a resource allocation model that shows substantial incremental profits from the reallocation of marketing efforts based on our model with cross-channel effects relative to a model without cross-channel effects.

A two-phase local search with a discrete-event heuristic for the omnichannel vehicle routing problem

This work tackles a pick up and delivery vehicle routing problem that emerges from the integration of delivery problems from two neighbouring layers of a supply chain: (i) retailer replenishment; and (ii) online customers deliveries, where online customer orders have to be picked up from retailers on route. This integration is motivated by recent developments in marketing, e.g.: the move to the omnichannel marketing paradigm, in which companies manage multiple sales channels in a seamless, unified, and integrated way. This paper proposes a novel model and an original solving approach. In order to tackle the complex capacity constraints, previous models propose to solve a delivery vehicle assignment problem before solving the associated vehicle routing problem. In contrast, our model deals with the whole routing problem by considering only the capacity feasible routing decisions. Our solving approach is based on a two-phase algorithm. In the first phase, a discrete-event constructive heuristic is employed. In the second phase, the most ‘promising’ solutions obtained in the previous phase are refined using a sequence of local search neighbourhoods. A series of extensive computational experiments show that our algorithm is able to identify new best-known solutions for the vast majority of problem instances. Also, for a set of small instances we obtain improved lower bounds compared to a previously proposed lower bound formulation.

How Does Omnichannel Marketing Enable Businesses to Cope with COVID-19? Evidence from a Large-Scale Field Experiment

In light of the global Covid-19 pandemic and its profoundly negative impact on offline businesses, this study aims to understand how firms can leverage online-to-offline (O2O) coupons to maintain and even grow their offline businesses despite constraints imposed by the pandemic. We use unique data from a large-scale field experiment with 850,000 distributed coupons across about 280 cities, as well as two online follow-up studies. We evaluate how the local severity of the pandemic impacts the effectiveness of O2O coupons and explore the underlying mechanisms of the pandemic's effects on consumer coupon usage decisions. The results show that the coupon claim rate is positively influenced by pandemic severity, and this effect is driven by consumers' perceived deprivation. Conversely, pandemic severity has a negative impact on the coupon redemption rate, and this effect is mediated by consumers' perceived risk. More importantly, for areas in which the pandemic is more severe, both the coupon claim and redemption rates are significantly higher when the coupon is distributed through social sharing (vs. directly from the business), and the coupon claim rate is higher when the claiming procedure involves gamification than when it does not. The paper concludes with theoretical and managerial implications.

Need of Business Analytics and Prediction Modeling in Retail Marketing in Indian Context

In the digital era, Indian Retail market growing fast than ever and creating stiff competitive business environment. So, analyzing customer behavior, buying pattern and the ability to customize the products to meet demand targeted customer in time has become more important. Therefore, analyzing, diagnosing and channelizing customer data for the benefits of customer as well as the business growth is important to survive in industry for long run. International retail players are already using effective customer analytics systems or big data analytics software’s for each and every stage of the retail process starting from market study of current trends, customer purchasing behavior, sales and demand forecasting through predictive analytics, product optimization, offers and promotions and many more. After all, identifying the targeted customers interested in a specific product line by the analysis of purchase history, customer demographics and finding out effective medium to reach them through Omni-channel marketing strategies is the core of customer analytics. This paper is an outcome of a descriptive research on the retail industry in India and the application of customer analytics to shape the retail industry’s business strategy.

GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM

The behavioral matters of Generation Z, who use the possibilities of the Internet to meet their needs, have been considered. There is no universal digital format. The company’s interaction with the consumer facilitates the implementation of an omnichannel marketing strategy that creates conditions for their continuous interaction, as easy and convenient as possible to meet existing expectations, requests, and needs. As a result of the study, the opportunities (consumer’s independent choice of means of interaction with the manufacturer, channel shifting in the process of purchasing, interaction with the manufacturer regardless from the chosen communication channel) and barriers (absence of isolated online channels for sales, usage of slow-loading Internet platforms with inconvenient interfaces, absence of a dedicated app or limited possibilities of its usage, etc.) of omnichannel marketing implementation for the Generation Z target audience have been revealed. Their media preferences, such social networks as VKontakte, Instagram, YouTube, Facebook, were defined. It has been determined, that Generation Z’s consumer expectations and consumer behavior are influenced by opinion leaders and reference groups, these mainly being bloggers, peers and occasionally older companions, whom they find in social networks.

Reconceptualizing Integration Quality Dynamics for Omnichannel Marketing

Omnichannel marketing, the notion of seamless integration between channels to provide consistent service experience for customers, has become one of the most crucial aspects of multichannel management for companies in recent years. Although many companies have embraced omnichannel strategies, there remains a gap of understanding factors influencing integration quality (INQ) within all these channels. Drawing on omni and multi channel services research, this paper develops and validates the dimensions and sub-dimensions of omnichannel integration quality. This research further examines how the perceived INQ impacts cross-buying behavior and customer value in an omnichannel environment. This research is based on 20 in-depth interviews, two focus group discussions (n = 18) and 301 survey data from multichannel banking customers in Australia. PLS path modeling was used to test hypothesized relations and validate the hierarchical INQ model and its effects on outcome constructs. The findings of this research confirm that INQ is a hierarchical construct consisting of four primary dimensions and ten sub-dimensions. Furthermore, this research provides evidence of cross-buying intentions as a behavioral outcome of INQ, which acts as a partial mediator between INQ and perceived value.

Case Study Of Omnichannel Marketing in PT Arwana Citramulia Tbk

Omnichannel marketing is a marketing method that integrates marketing channels to target specific target markets. This research is a case study of the use of omnichannel marketing for B2B activities at PT Arwana Citramulia Tbk, the largest company of many companies in the ceramics industry in Indonesia. PT Arwana Citramulia Tbk targets the middle to lower market segments throughout Indonesia. To be able to dissect how PT Arwana Citramulia Tbk manages its channel, this research will use qualitative methods by conducting unstructured interviews with various stakeholders in PT Arwana Citramulia Tbk. In addition, technology acceptance models are also used to measure revenue from the distribution chain line of PT Arwana Citramulia Tbk, which conducts B2B marketing activities towards the use of online channels to support the use of omnichannel marketing. The technology acceptance model will be used to analyze quantitatively, which is also equipped with results of unstructured interviews regarding the implementation and management of omnichannel marketing by PT Arwana Citramulia Tbk. This research shows that the integration between channels used by PT Arwana Citramulia Tbk is inseparable from the existence of vision, mission, strategy and adequate resources from the top management level to the frontliners

The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

Purpose This purpose of this paper is to analyze how consumers’ online recommendations affect the omnichannel webrooming experience based on the internet, physical and mobile channels. Design/methodology/approach Two experimental studies are implemented. Study 1 analyzes the impact of an online review on the physical interaction with the product. Study 2 modifies the moment of receiving the online recommendation and its social tie. Findings Webrooming improves the shopping experience. Online recommendations from anonymous customers increase confidence in the product’s adequacy, although this effect depends on the moment of receiving the recommendation and the level of confidence before interacting physically with the product. Friend recommendations reinforce preferences regardless of previous online experiences. Research limitations/implications This research examines the effects of different types of online recommendations on offline shopping experiences, choice and confidence. Confidence is stressed as a key variable in omnichannel behavior. Practical implications The findings offer practical value for electronic word-of-mouth marketing, omnichannel marketing, as well as online and physical channel management. Originality/value This is one of the first studies that examine the impact of online consumer recommendations on shopping experiences combining online, mobile and physical channels. The results reveal the importance of recommendations’ source and moment of reception for determining consumers’ preferences, choice and confidence.

Omnichannel Marketing: The Challenge of Data-Integrity

Channels have traditionally been viewed as intermediaries that facilitate the transfer of products from manufacturers to consumers. Innovations in digital technologies help firms to integrate the customer experience across channels and devices. This new phenomenon is referred to as “omnichannel marketing.” Existing research on omnichannel marketing has emphasized that this means that firms need to integrate and optimize across channels rather than within channels. In this paper, we argue that questions of data integrity are now at the forefront of the challenges that firms face embarking on omnichannel marketing strategy. The emergence of digital platforms, AI-powered assistants, and mobile devices have led to even more voluminous and diverse data, beyond simple binary formats, being created about consumers. However, we argue that tracking consumers across so many different devices and touchpoints is problematic, especially when the firm does not control that channel. We discuss two technologies that firms are using to address these challenges of data-tracking: Machine Learning and Blockchain. Firms now need to use machine learning to attempt to track consumers across different touchpoints and predict their response to marketing actions. Firms can also use a variety of blockchain technologies to better ensure data is tracked in a robust way across different devices. Last, we highlight that the need for individual-level tracking implied by omnichannel marketing and the technologies deployed to address this need are often in tension with consumer privacy, and that firms need to recognize the tradeoffs between optimizing omnichannel marketing strategies and consumer privacy.

Strategi Sukses K-Pop Memasuki Pasar Musik Mainstream: Bighit Entertainment, BTS, dan ‘Army’

ABSTRACTThe purpose of this study is to identify the differentiation strategy of K-pop agency in the digital economic era, as well as the role of fans in their application. The focus of this research is on BigHit Entertainment the agency that manages the current phenomenal K-pop group, namely BTS; as well as the behavior of their fans. This descriptive qualitative research uses secondary data collected from articles and videos related to the agency, the group, and their fans; as well as observational data from social media, like Twitter. This research use Miles and Huberman model of analisys techniques which include data reduction, data presentation, and conclusion drawing. The results of analysis show that BigHit Entertainment applied the strategies of product differentiation, marketing channel differentiation and image differentiation in order to obtain competitive advantage. Those differentiation strategies is in line with the tactical steps of digital marketing that begin with an understanding of consumer behavior, and then continued with human-oriented marketing for brand attractiveness, content marketing for brand recognition, omnichannel marketing for brand commitment, and engagement marketing for brand affinity. During the process of strategy implementation, fans that mostly consist of young people and women played a major role as a good brand advocate and contents distributors.

Omnichannel marketing strategy

Scientific and practical problem, associated with the organization of longterm mutually beneficial relations between the seller and the buyer based on digital marketing has been examined. The concepts of the marketing channel as a single channel of sales, service, control, which uses diff ent formats, media tools; as well as omnichannel strategy based on the interests of the seller and the buyer have been сlarified. The results of a comparative analysis of multichannel and omnichannel strategies in marketing according to nine characteristics; author’s model “omnichannel marketing wheel” have been introduced in the article. The model reflects the specifics of the omnichannel marketing strategy. Seven main groups of elements, that provide the conditions for a «seamless» continuous mutually beneficial interaction between seller and customer, have been presented in this model.

Content usage in an omni-channel marketing world

To optimise content usage in an omni-channel marketing world, organisations must prioritise brand consistency and create a customer-centric approach through the introduction of an outside-in view from the buyer’s perspective. A balance is required to achieve the ultimate goal of delivering content and messaging across all channels, devices and territories that provides for a truly integrated experience — and do so without impacting corporate risk of copyright infringement. This paper drills into a real-world example to examine how omni-channel marketing affected the content strategy at Banana Republic/Gap, Inc. The paper also provides next-step advice on centralising content and content rights, process governance, automation and leveraging data insights. Examples and best practices will be shared on taxonomies, role-based permissions, key organisational roles, rights management and rights-based workflow and automation.

Omni-channel retailing: propositions, examples and solutions

Customers are not passive agents, but intrinsic to the value creation process. Because retailers are the customer’s link to the marketplace they are uniquely placed to develop value co-creation opportunities that give themselves a strategic advantage. Omni-channel retailing is a means to create an advantage by forging deeper customer relationships and potentially developing new markets. Omni-channel retailing can appeal to the heterogeneity in customers’ shopping orientations with the aim of providing a seamless cross-channel experience. However, without a clear strategic purpose, omni-channel initiatives can easily result in unbeneficial – or worse, counterproductive – investments. To address this, the purpose of this paper is to formulate guiding principles to facilitate decision-making with respect to developing an omni-channel marketing strategy. Consequently, two complementary research streams are presented. The first pertains to strategic considerations regarding omni-channel retailing; the second pertains to value co-creation as seen through a service-dominant logic lens. These research streams are then linked to derive five propositions– along with examples and solutions – to assist retailing decision-makers when developing an omni-channel marketing strategy. These propositions underline the importance of viewing channels as value-facilitating resources that should be aligned with the customer’s decision journey.

옴니채널 쇼핑동기가 패션제품 구매의사결정단계별 소비자의 옴니채널 전략 소구에 미치는 영향 연구

As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision- making processes react to fashion companies’ omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study’s limitations and implications were discussed.