Omnichannel Retailing Research Articles

What Drives Customer Engagement in Omnichannel Retailing? The Role of Omnichannel Integration, Perceived Fluency, and Perceived Flow

Omnichannel retailers are under intense pressure to harness synergetic management of retail technologies and channels in order to promote customer engagement in the competitive market. Drawing on service-dominant (S-D) logic, we develop a research model to examine how omnichannel integration generates customer engagement through facilitating perceptions of fluency and flow in the shopping experience. We empirically validate the model with a multimethod approach, including an instrument development study to establish the measures of omnichannel integration and a field survey study to validate hypotheses. We find that omnichannel integration has three types: informational integration, transactional integration, and relational integration. These types all positively influence perceived fluency, which further generates customer engagement. Moreover, transactional and relational integration positively influence perceived flow, which ultimately facilitates customer engagement. Our article advances the omnichannel retailing literature by proposing three types of omnichannel integration and developing the S-D logic of customer engagement. Our empirical findings also inform omnichannel retailers about how synergetic technology and channel management in omnichannel integration can be used to promote customer engagement.

Decentralized Online Order Fulfillment in Omni-Channel Retailers

Decentralized Online Order Fulfillment in Omni-Channel Retailers

Mapping the Trend of Digital Transformation in Omni-Channel Retailing: A Bibliometric Analysis

The omnichannel, a new concept in retailing, has surpassed the genre of electronic business (e-commerce) and has significantly influenced consumer thoughts and decisions. This approach refers to a retailing approach that has transformed the way customers shop, seamlessly transitioning between online and offline platforms due to the increased usage of smartphones and tablets. Presently, retailers are focusing on delivering excellent service experiences. However, despite being a prominent topic in the retail sector, bibliometric and systematic reviews exploring omni-channels are scarce. To contribute to further research collaboration and expand knowledge in this subject area, a bibliometric study was conducted to examine omni-channel research trends, including publication outputs, notable journals, top-performing authors, leading countries, and author keywords. A total of 773 articles were acquired from Scopus databases from 2013 to March 2023. The findings revealed a continuous increase in the number of omni-channel publications each year, indicating its growing relevance in the retail industry. Among the 61 countries analysed, Chile had the highest number of active paper publications, followed by Sweden and Spain. The systematic analysis conducted using VOSviewer identified 2103 keywords. This research explores focal points in research, evaluates trends in evolution, visualizes collaboration networks, and identifies a prominent topic in the field of omni-channel research. Cluster analysis revealed prominent topics of interest within the omni-channel context, including the grocery, fashion, luxury, and tourism domains. As a result, this study provides an information and implementation direction for the development of omni-channel retailing.

Omnichannel Retailing With Buy Online Pickup In Store Under Capacity Constraint

Omnichannel Retailing With Buy Online Pickup In Store Under Capacity Constraint

Logistics and Customer Behavior in Online and Omnichannel Retail: A Systematic Review

Logistics and Customer Behavior in Online and Omnichannel Retail: A Systematic Review

Умови та вплив глобалізаційних перетворень на діяльність бізнес-структур

The study is devoted to the analysis of how globalization processes affect various aspects of doing business. The novelty of the study lies in several key aspects: for the first time, the concept of preconditions for globalization transformations, factors and phenomena is defined and differentiated, their detailed description is made using the latest statistical data of world-wide development. Globalization phenomena and factors are systematized by both the positive and negative consequences of impact on socioeconomic development. The consequences of the impact of globalization transformations on business structures, in particular on innovative development, automation of processes, improvement of logistics, improvement of communications, management, expansion of sales markets, are studied. As a result of the study, approaches to understanding globalization as a multifaceted process that covers the socioeconomic, political, technological, and cultural aspects of society are systematized. The key preconditions for globalization, including the development of informatization, the introduction of new technologies, political changes and economic integration, are analyzed. It is found that these factors enable interdependence and interactivity at the global level, fostering the convergence of different national systems. Conclusions are drawn about the twofold impact of globalization: on the one hand, it stimulates economic integration, free movement of goods and services, development of technology, increase in productivity of economies, exchange of cultures and development of intellectual capital; on the other hand, it leads to economic inequalities, negative impact on local producers, environmental problems, political conflicts and loss of cultural uniqueness. The study also characterizes the impact of globalization on business, including innovation, digitalization, process automation, market expansion, the introduction of omnichannel retail, logistics optimization, reduction of delivery costs, as well as the development of new forms of financing and modern approaches to management.

Influence of Omnichannel Integration Quality on Consumer Cross-channel Retention Behavior

With the increasing cross-channel shopping behavior of consumers, retailers are making changes to implement an omnichannel integration strategy to achieve channel synergy and offer customers a highly consistent and seamless shopping experience. Improving the effectiveness of omnichannel integration strategies to enhance cross-channel consumer retention presents an urgent challenge for companies. Therefore, this study constructs a theoretical framework based on the S-O-R model, designating omnichannel integration quality as the independent variable, customer satisfaction as the mediator, and product involvement as the moderator. A total of 299 valid questionnaires were collected and analyzed to examine the interrelationships among these variables. Findings indicate that omnichannel integration quality positively impacts consumer cross-channel retention behavior; customer satisfaction serves a partial mediating role, and product involvement positively moderates the relationship between omnichannel integration quality and cross-channel retention. Based on these findings, the study offers recommendations for omnichannel retailers aiming for cross-channel retention: integrate channel resources, enhance customer satisfaction; pay attention to product involvement, and customize strategies to individual needs.

Distributionally Robust Multiperiod Inventory Model for Omnichannel Retailing Considering Buy-Online, Pickup-in-Store and Out-of-Stock, Home-Delivery Services

This article proposes the distributionally robust multiperiod inventory model incorporating the buy-online-pickup-in-store (BOPIS) and out-of-stock-home-delivery-service (OSHDS), which are the representative services of omnichannel retailing. Under this omnichannel system, the retailer operates both online and brick-and-mortar (B&M) stores simultaneously, which allow interactive flows of customer demands and desired products. The BOPIS allows customers who buy products through the online store to pick them up in the B&M store. Meanwhile, the OSHDS allows customers who find the product they want out of stock in a B&M store to receive it later, through express delivery from the online store. To capture the correlated uncertain demands of the BOPIS and OSHDS, we adopt a factor-based demand model that is affinely dependent on predefined uncertain factors. To handle a multistage decision process under uncertain demands, we utilize a rule-based approximation and distributionally robust bound to derive a tractable formulation. Computational results achieved in this article offer some insights that BOPIS and OSHDS play a role in providing retailer with flexibility, which could handle unsatisfied demands efficiently.

Research on the Application of Supply Chain Revenue Sharing Contract under Omni-channel Retail BOPS Mode

Research on the Application of Supply Chain Revenue Sharing Contract under Omni-channel Retail BOPS Mode

Prioritizing the Barriers of Omni-Channel Retailing Implementation: An Emerging Market Perspective

Prioritizing the Barriers of Omni-Channel Retailing Implementation: An Emerging Market Perspective

Investigating the influence of omnichannel retailing on consumer decision making in the Jordanian market

The present research investigates the use of omnichannel retailing and its influence on the Jordanian market, focusing on four important dimensions: integration, fulfilment, usability, and seamlessness. This study attempts to answer how strategies of omnichannel affect purchase-decisions and satisfaction of customers among students at private universities in Jordan as expectations for integrated purchase experiences that combine physical and digital channels continue to rise. Using Structural Equation Modelling (SEM), this study empirically examines the relationships between various dimensions of omnichannel retailing and consumer decision-making. The findings reveal that strong integration across sales channels, fast delivery options, simple interfaces, and seamless transitions significantly enhance consumer decision-making. This underscores the importance of robust infrastructure facilities, dependable information availability options, flexible fulfillment methods, user-friendly interface designs as well as a smooth customer support system which all together make for a great shopping experience. Thus, local retailers are given clear recommendations to invest in current systems by diversifying their delivery alternatives, improving mobile platforms, and using data analytics to match marketing efforts. The main focus of this paper is effective merchandising practices that can help retailers connect with consumers effectively during changing market situations. Moreover, there are several lessons from this research for businesses operating under stiff competition but with the increasing needs of modern-day consumers.

An integrated decision-making framework for omni-channel retailing logistics capability assessment and improvement

An integrated decision-making framework for omni-channel retailing logistics capability assessment and improvement

An integrated decision-making framework for omnichannel retailing logistics capability assessment and improvement.

An integrated decision-making framework for omnichannel retailing logistics capability assessment and improvement.

Omni-channel retail supply chain structures: a review of distribution and logistics

Omni-channel retail supply chain structures: a review of distribution and logistics

Omni-channel retail supply chain structures: a review of distribution and logistics

Omni-channel retail supply chain structures: a review of distribution and logistics

Perception of Consumers towards Sustainable Omni-Channel Retailing

The previous two decades have seen a considerable shift in the retailing paradigm due to information technology, going from a one way channel to online channel, multiple channel, and most recently, a sustainable omni-channel retailing. The innovations make it easier and more enjoyable for customers to purchase through numerous channels. Sustainable omni-channel system also makes it easier for merchants to identify different points of contact as well as strategies for meeting customer demands and boosting sales. The present study focuses on factors influencing consumer’s buying intention through sustainable omni-channel.

Impacts of Online Reviews on Brick-and-Mortar Stores’ Omnichannel Retail Strategy

Adding an online channel by cooperating with an online intermediary not only allows a brick-and-mortar (B&M) retailer to reach a larger potential market, but it also allows the B&M retailer to collect online consumer reviews (OCRs) from the online intermediary. OCRs can provide additional information for consumers to mitigate their uncertainty about product valuation. In this article, we develop a game-theoretic model to investigate how OCRs affect the B&M retailer's channel strategy and business model choice. Consumers may be self-evaluating or reviews-referenced, depending on whether they use OCRs to update their product valuation. We show that negative OCRs will deter the B&M retailer from adding an online channel by cooperating with the intermediary. Counterintuitively, the B&M retailer can still benefit from cooperating with the intermediary if the information disclosed by OCRs is only slightly negative. We also show that the B&M retailer's optimal strategy varies with the commission rate, the increase in market size achieved by cooperating with the intermediary, the proportion of reviews-referenced (self-evaluating) consumers, and the information disclosed by OCRs. Interestingly, when the commission rate is not too high and the increase in market size achieved by cooperating with the intermediary is moderate, more review-referenced customers and more positive information disclosed by OCRs will shift the B&M retailer's optimal business model from the agency model to the reselling model, then back to the agency model. This article reveals the importance of OCRs, and provides physical stores with valuable knowledge of their online expansion strategies and business model choices under various sets of market conditions.

Research on Animates Albany Omni-channel Retail Market

Research on Animates Albany Omni-channel Retail Market

Biobjective Optimization Model for Store Selection for BOPS Service in Omni-Channel Retail Chain

Biobjective Optimization Model for Store Selection for BOPS Service in Omni-Channel Retail Chain

Transforming supply chain for sustainable omnichannel retailing: a case of Patanjali Ayurved

Transforming supply chain for sustainable omnichannel retailing: a case of Patanjali Ayurved