Omnichannel Strategy Research Articles

How do omnichannel strategies contribute to value-based healthcare? An orchestra-based analysis

The healthcare ecosystem is currently characterized by multiple interactions at different levels that call for new managerial approaches in line with value-based healthcare, where the omnichannel strategy is crucial. Drawing on the omnichannel approach in the B2B context, the overall objective of the current study is to unveil the underlying mechanisms through which a healthcare organization can transform the value creation process within its business ecosystem. An in-depth case study of an ecosystem has been used to demonstrate how the design and development of digital solutions can provide better services to the different agents involved in the healthcare sector. Our results show how an orchestra model of an innovation ecosystem effectively works and reveal the orchestration mechanisms operating in the healthcare industry, drawing on the example of the Patient Support Program (PSP) provider as the orchestrator. Moreover, key challenges have been highlighted, and the role of B2B marketing has been identified as crucial, providing important implications for managers and scholars.

Understanding the Influence of Consumer Demographics and Factors Driving Online and Offline Shopping: Implications for Businesses and Policymakers in Antique

This study explores the influence of consumer demographics on preferences for online and offline shopping in the province of Antique. With the rapid growth of e-commerce and the changing retail landscape, understanding the factors that drive consumer decisions is crucial for businesses and policymakers. A quantitative research design was employed, and data was collected through an online questionnaire distributed to consumers in Antique. The results indicate that there is no significant relationship between demographic characteristics (gender, age, educational attainment, marital status, and occupation) and the preference for online or offline shopping. However, convenience, access to customer reviews, competitive prices, and the ability to compare items were identified as key factors driving online shopping preferences. On the other hand, the sensory experience, immediate product availability, personalized customer service, and the avoidance of shipping fees and delays were significant factors for offline shopping preferences. Businesses in Antique should focus on establishing a strong online presence, optimizing websites, and providing competitive pricing. They should also enhance the offline shopping experience and adopt an omnichannel strategy. Policymakers can support businesses by promoting e-commerce development and facilitating digital literacy programs. By aligning their strategies with these findings, businesses and policymakers can effectively cater to consumer preferences and drive growth in the province of Antique.

Proposed Omnichannel Strategy to Increase Sales Revenue in a Fashion Retail Company (Case: La Omvi)

In recent years, the creative industry sub-sector of the fashion sector in Indonesia has become a profitable industry. The development of the fashion industry in Indonesia has contributed significantly, and the creative industry sub-sector group has become a leading sub-sector group. La Omvi, a fashion retail store brand established in December 2020, has experienced stagnation in sales. Due to its small population and predominately immigrant demographic, the Cikarang market has a limited range of products. This research aims to propose an effective omnichannel approach tailored to the specific needs and market conditions of La Omvi, with a focus on increasing sales revenue and enhancing the customer experience. The research employs qualitative methods, including in-depth interviews and observational analysis, to gather insights into customer experiences and expectations. Based on these findings, recommendations are provided to enhance the omnichannel strategy and drive sales growth for La Omvi. This research contributes to the understanding of effective omnichannel strategies in the fashion retail industry and provides practical insights for fashion retailers aiming to optimize their sales revenue through an omnichannel approach.

Conceptualizing an Omnichannel Approach for Social Marketing Under the Assumptions of the Transtheoretical Model of Change

Background Digital technologies are important touchpoints to stimulate marketing audiences. In the field of social marketing, digital marketing is considered important, but has been mainly used to raise awareness of social causes. Focus of the Article This paper considers the conceptualization of a model to conduct the conversion of behavior change, using both offline and digital marketing techniques. Research Question The paper seeks to investigate existing research on how digital marketing concepts can be integrated into a social marketing strategy. Approach The proposed conceptual model follows the process of the stages of change and considers the theoretical social marketing frameworks, applying the assumptions of citizens’ journey and the use of adequate digital and physical touchpoints to convert behavior. Importance to the Social Marketing Field The model offers theoretical advances for social marketing, going beyond the stage of raising awareness of social causes in social networks, and integrates the assumptions of an omnichannel strategy for social marketing interventions focused on behavior change conversion. Methods The paper follows the benchmark method of theories to build a conceptual model. Results The Omnichannel Social Marketing Model Through Stages of Change presents adequate digital and physical marketing techniques for the different stages of the social change process. Recommendations for Research or Practice The model can be used in future research to measure the effectiveness of social marketing, considering the inclusion of digital technologies and marketing techniques in social marketing strategy. The model also guides social marketing managers in using both digital and offline marketing techniques in an integrated and strategic manner for effective and long-term conversion of change. Future research can apply the model to social marketing cases to generalize its application. Limitations The conceptual model is designed in a bottom-up approach, based on the literature review.

A Data-Driven Approach and Framework to Social Media Strategy and Performance Measurement for Brands

The pandemic, rising inflation, and dynamic changes in the market have increased the importance of having a solid and effective omnichannel strategy. Social media channels form a crucial pillar of a brand’s omnichannel strategy and can be used to achieve various business objectives such as acquisition, engagement, brand awareness,etc. This paper highlights the significance of having a well-defined and robust social media strategy. The report will describe the important pillars of a social media strategy and establish the importance of driving brand stickiness, deepening customer relationships, and driving business growth. It presses upon the need for brands to develop clear objectives, align content strategy to customer needs and continuously measure and iterate to optimize the social media strategy.

Effect of service factors and buy-online-pick-up-in-store strategies through an omnichannel system under an agricultural supply chain management

The random demand has made the benefits of online purchasing apparent. The reaction of the retail industry is critically important. If the product is an agricultural product, then managing those products online is more difficult than offline transactions, as those products have special properties to deal with, like different shelf lives. This study aims to develop an optimal strategy for retailers in an agricultural supply chain consisting of a single supplier and a single retailer operating online, offline, and buy-online-pick-up-in-store channels. As an omnichannel strategy, customers purchase agricultural products online and collect them at physical stores. Buy-online-pick-up-in-store is considered an essential omnichannel fulfillment option. The study focuses on a set of traceability technologies, services offered, advertisements, and holding costs that can affect the maximization of retailer profits according to the characteristics of an agricultural product. Delivery service to customers is used as an additional customer option. A stochastic demand function is applied, considering the price, customer preference, and product quality. The effects of decision variables on expected total profit are analyzed, and a sensitivity analysis is conducted. The results indicate that the proposed multi-modal omnichannel (online, offline, and buy-online-pick-up-in-store) policy increases the expected profits of a system by investing in advertising, services offered, product traceability, and product-quality keeping. The numerical results suggest that the retail industry of the whole agricultural supply chain can use the recommended strategy to continue profit through the pandemic because the retail sector controls the major task for revenue generation of the agricultural supply chain.

Contemporary Dimensions of Social Commerce

The current global aspects of social commerce, as a business model combining online commerce and social networks, are under consideration. Emphasis is placed on the conceptualization of this commercial and social phenomenon, indicating the main characteristics and elements of social commerce. The advantages and benefits of social commerce for retailers and consumers are emphasized, its successful development is tracked and the factors that determine modern trends are analysed. Some guidelines for increasing sales in social commerce (STP, omnichannel strategies, personalization, quality content, communication, advertising, etc.) are outlined, as well as the challenges in its development (personal data protection, difficulties for small businesses, adequate inventory, encourage the use of social media to make purchases).

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

AbstractIn an omnichannel era, businesses and marketers need insights into the dynamics of customer shopping behaviors, particularly the interplay between omnichannel, showrooming, and webrooming behaviors. This study investigates the evolution and trends of the research and channel shopping behaviors (RCSB) domain, spanning from 1998 to 2022, including the Covid‐19 era. The study performed a bibliometric review of 500 papers in the Scopus database. The performance analysis reveals an annual growth rate of nearly 16%, with average citations per document of 44, indicating sustained and growing research interest. Science mapping revealed five distinct cluster themes, including showrooming and webrooming in multi‐ and omni‐channel contexts; consumer behavior in online retail and shopping; customer satisfaction and trust in multi‐channel retailing; mobile commerce in a multi‐channel environment; and the interplay between online shopping, channel choice, and supply chain management. Furthermore, topics, such as showrooming, e‐commerce, retailing, and omnichannel retailing, remain popular before and during the pandemic, as seen in the thematic evolution. Our examination of the thematic maps revealed various topics that gained significance during the pandemic, such as multichannel, channel choice, customer experience, social commerce, purchase behavior, and covid‐19. Among these, the thematic maps indicate that customer experience, channel choice, multichannel, and covid‐19 are emerging and basic topics. These topics can steer research directions in the RCSB domain toward examining customer experiences using digital innovations, e‐commerce (including mobile and social commerce), and omnichannel strategy and management.

The Role of Technology in Omnichannel Strategy: The Case of Fashion Industry

The Role of Technology in Omnichannel Strategy: The Case of Fashion Industry

Adapting the retail business model to omnichannel strategy: A supply chain management perspective

AbstractRetail firms have developed new product and service offerings to meet the changing needs of omnichannel customers. While, prior research has documented these offerings in detail, little is yet known about how retail firms can best adapt different aspects of their organizations to the new omnichannel environment. We specifically focus on the intra‐firm changes that affected the role of the firm's supply chain organization and its interactions with other business entities within the retail enterprise. This paper provides an in‐depth understanding of the new business processes, organizational structures, governance mechanisms and customer interactions; collectively described as the retail business model (BM). Drawing on the tenets of BM theory, we present findings from a qualitative study of 15 leading U.S. omnichannel retailers to identify key elements of the new retail BM, develop a conceptual framework of the BM innovation process, and highlight the pivotal role of the supply chain organization in helping firms adapt and implement the omnichannel strategy. We conclude by developing research propositions to articulate the connections among different elements of the BM innovation process and how firms can institutionalize this process to respond to the everchanging retail business environment.

Omnichannel retailing: exploring future research avenues in retail marketing and distribution management

PurposeThis study explores the present state of research related to omnichannel retail, investigates retail's different sub-areas and suggests future research directions.Design/methodology/approachThe subdomains of omnichannel retail have been identified using a keyword co-occurrence network (KCN) map and content analysis. The 5W1H method assisted in finding the bibliographies of 258 SCOPUS-indexed and ABDC-ranked journal articles and showcasing the omnichannel retail landscape.FindingsMost research on omnichannel retail is concentrated on five subdomains: customer behaviour, channel integration, technological innovation, supply chain and operations and strategy. The study's conceptual framework illustrates the omnichannel retailing environment and the variables that must be considered whilst establishing an omnichannel strategic vision. Besides, future researchers have been urged to concentrate on interdisciplinary research, as a seamless experience is unachievable if focussed on a single subdomain.Research limitations/implicationsThere is a slight probability of missing out on some good articles as this study considered only those articles that have been published in SCOPUS and ranked by the ABDC quality list.Practical implicationsThis study emphasises that for businesses to capitalise on the omnichannel model, the businesses must undergo a transformation involving technology convergence, customer-centricity and internal process reorganisation that integrates consumer feedback to co-create value. When a business adopts an omnichannel model, the business's priorities shift. Rather than depending solely on technology, faster delivery and channel integration, an omnichannel strategy requires strong leadership, a clear vision, training for all stakeholders and an understanding of customer pain points to reach the full potential.Originality/valueThe illustration of the omnichannel retail landscape using the 5W1H methodology and antecedents-decisions-outcomes (ADO) framework.

Coping with Disruption using Social Media Marketing: A Full Throttle

This review expands our insights into how micro, small, and medium enterprises or MSMEs cope with disruption in Metro Manila in the Philippines using social media marketing. COVID-19 accelerated certain processes forcing local businesses to embrace digital marketing transformation. Thus, it enables local businesses to intensify their social media marketing (SMM) efforts to remain relevant due to a series of lockdowns and government-initiated restrictions. Based on the systematic review, the researcher proposes a conceptual framework to answer the question: How can MSMEs cope with disruption through social media marketing to attain positive brand equity? The proposed conceptual framework looked into synonymous themes such as marketing competencies (MC), omnichannel strategies (OC), and brand equity (BE). Within the process, MSMEs can optimize their social media marketing strategies as a springboard to reimagine the new normal with significance on how the business would aggrandize its resources. Moreover, as of October 2021, the entire nation has entered the post-pandemic period, making this study pertinent for local enterprises. Indeed, MSMEs attempt to bounce back from a two-year incubus.

Omnichannel Retailing

This paper aims to examine the factors affecting the postadoption of RFID technology as part of omnichannel strategies in the retail industry. In addition, it evaluates how this innovation contributed to the improvement of the quality of corporate financial information. We employed an exploratory multiple-case study design based on qualitative research, by using semi-structured interviews, and public financial and sustainability reports as sources of evidence. The data collection and analysis were performed in 2022 for the pilot case of a manufacturer and the formal cases of three retailers. The results reveal that RFID postadoption is influenced by technological factors (relative advantage, observability, trialability, and perceived costs), organizational factors (top management support and firm size), and environmental factors (competitive pressure and external support). Surprisingly, loss recognition and loss provision are the most affected accounting practices, differently from what has been suggested by the accounting literature. We also found that item-level RFID enables increased frequencies of full inventory counts, providing inventory accuracy of records and real-time inventory visibility. This results in the improvement of accounting information quality in terms of relevance, faithful representation, timeliness, comparability, understandability, verifiability, and value-added. Our findings may contribute to both research and practice, as well as IS and accounting fields. We identified and investigated the phenomenon of the recent movement of RFID adoption by large retail companies listed in B3 during the COVID-19 pandemic in Brazil. Finally, we provide a theoretical model based on the TOE framework integrated to a construct of accounting information quality specifically developed for the RFID postadoption context.

Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions

Technological advances allow the development of an omnichannel strategy to create a seamless experience for customers. This study has adopted a systematic literature review approach to examine, synthesise and extend a body of literature in the area of omnichannel retailing and the role of technology, taking into account both retailers’ and customers’ perspectives. We review 499 research papers to highlight the evolution of omnichannel research with a special focus on technology usage. After extracting the key theoretical foundations underpinning technology-empowered omnichannel retailing, we synthesise the empirical findings and identify emerging topics from the customer perspective including customer value, customer experience, showrooming and web rooming and customer privacy concerns as well as the key themes from the retailer perspective consisting of channel integration, personalisation and resource challenges. Based on the knowledge from the theoretical and empirical insights, we develop three important future research areas to inspire further studies in this domain.

New Forms of Interaction between Suppliers and Consumers in the Digital Market Environment

The purpose of this article is to offer a systematic view of omnichannel as a new environment for interaction of market actors. To solve this problem, the author examines the features of the customer-oriented marketing concept and identifies the contradictions between the increasingly complex consumer behavior and the traditional company's strategies and technologies of the interaction with its customers. The author analyzes omnichannel as a solution that not only optimizes this interaction, but also creates a new technological basis and the environment of this interaction. The article examines the expected benefits, challenges and limitations that companies face when developing omnichannel strategies. Based on the theoretical analysis and own empirical research, the author determines the features of the introduction of omnichannel strategies into the practice of Russian business, and also specifies the directions of future research.

Factors affecting omnichannel buying online and return in store: evidence from fast-fashion retail

PurposeThe authors analysed the operations of two synchronised channels by focusing on “buy online and return in store” (BORS) strategies in fast-fashion retail by investigating internal and external factors affecting this omnichannel strategy.Design/methodology/approachThe authors apply a combination of techniques to identify the BORS factors. Firstly, a strengths, weaknesses, opportunities and threats (SWOT) analysis was used to define the operational factors of BORS adoption. The authors then apply analytic hierarchy process (AHP) to evaluate the factors under four SWOT categories for kids, male and female consumer groups. The factors of BORS were then ranked using the fuzzy VlseKriterijumska Optimizacija I Kompromisno Resenje (fuzzy VIKOR) approach.FindingsCombining the SWOT, AHP and fuzzy VIKOR techniques, the authors identified 21 factors in this study. The opportunity that BORS provides for trying in the fitting room for a better convenient shopping experience was ranked as the most important factor, followed by the opportunity to create a loyal customer profile with an easy and well-organised return process. Furthermore, the results reveal that the child consumer group is the most critical of the stated operations factors, followed by male and female consumers.Practical implicationsThe authors described the operational factors and supported the decision-making system of BORS for each consumer group with a priority ranking to realise effective managerial management for fast-fashion retailers and practitioners.Originality/valueThe study contributes to the growing literature on the BORS omnichannel strategy, specifically for fast-fashion retail based on consumer needs.

Imputed Expert Decision Recommendation System for QFD-based Omnichannel Strategy Selection for Financial Services

In this study, a novel hybrid fuzzy decision-making model is constructed for the effective omnichannel strategy selection of financial services. The first phase of this model is related to inputting missing expert decisions for the quality function deployment (QFD) stages and omnichannel service strategies. The QFD stages of financial services are then weighted by bipolar [Formula: see text]-rung orthopair fuzzy ([Formula: see text]-ROF) multi-stepwise weight assessment ratio analysis ([Formula: see text]-SWARA) based on the golden ratio. The QFD-based omnichannel strategy alternatives for financial services are then ranked using bipolar [Formula: see text]-ROF ELECTRE. These calculations are also performed by considering PFSs and IFSs. Finally, the TOPSIS methodology is used to rank the alternatives so that comparative results can be obtained. The main contribution of this study is the creation of effective omnichannel strategies to improve financial services using a novel hybrid fuzzy decision-making methodology based on bipolar [Formula: see text]-rung orthopair fuzzy sets ([Formula: see text]-ROFSs), [Formula: see text]-SWARA, ELECTRE, and the imputation of expert evaluations with collaborative filtering. The analysis results obtained will facilitate determination of the most appropriate omnichannel strategies for businesses to provide effective financial services. In this manner, companies will be able to determine appropriate marketing strategies without incurring excessive costs. Because the analysis results are the same for all fuzzy sets, the proposed model is coherent and reliable. The findings demonstrate that online financial services are the most critical strategy for improving omnichannel. Thus, companies should prioritize online channels to provide financial services that are more effective.

The Future of E-Commerce: Overview and Prospects of Multichannel and Omnichannel Retail

Multichannel and omnichannel strategies have become a critical aspect of retailing. In this study, we present an overview of multichannel and omnichannel retail and discuss its applications in the future of retail. To do so, we explore the different areas of interest in multichannel and omnichannel retail highlighted in previous scholarly research, as a preliminary step to propose a comprehensive framework of themes that should be paid attention to for future advancements in the field. A total of 11 studies addressing the main theme of Multichannel Retail and Its Applications in the Future of E-Commerce illustrate this overview and the framework.

History, Features, Challenges, and Critical Success Factors of Enterprise Resource Planning (ERP) in The Era of Industry 4.0

ERP has been adopting newer features over the last several decades and shaping global businesses with the advent of newer technologies. This research article uses a state-of-the-art review method with the purpose to review and synthesize the latest information on the possible integration of potential Industry 4.0 technologies into the future development of ERP. Different software that contributed to the development of the existing ERP is found to be Material Requirement Planning (MRP), Manufacturing Resource Planning (MRPII), and Computer Integrated Manufacturing (CIM). Potential disruptive Industry 4.0 technologies that are featured to be integrated into future ERP are artificial intelligence, business intelligence, the internet of things, big data, blockchain technology, and omnichannel strategy. Notable Critical Success Factors of ERP have been reported to be top management support, project team, IT infrastructure, communication, skilled staff, training & education, and monitoring & evaluation. Moreover, cybersecurity has been found to be the most challenging issue to overcome in future versions of ERP. This review article could help future ERP researchers and respective stakeholders contribute to integrating newer features in future versions of ERP.

E-Commerce Adoption and Consumer Behavior

This study examined the acceleration of worldwide e-commerce adoption and changes in consumer buying patterns. The findings emphasize that ease, widespread mobile use, and gaps in omnichannel strategies are the main factors driving the movement of retail towards online platforms. With the rise of e-commerce, conventional businesses must adapt by transitioning to seamless omnichannel models. Businesses that do not satisfy the need for integrated mobile, delivery, and omnichannel services will struggle as more consumers shift towards online shopping. Retailers must innovate across digital and physical platforms to maintain their market share in the future.