Omni Channel Research Articles

The Effects of the Properties of Omni Channels in Department Stores on the Relational Quality and Intention of Continuous Use : Focusing on the Technology Acceptance Model (TAM)

온라인과 오프라인 채널이 하나로 통합된 옴니채널 환경에서 현재 백화점이 직면한 가장 주목해야 하는 것은 고객 관리이다. 국내 백화점은 옴니채널을 통해 고객점유율 확보에 주력하고 있다. 이러한 신기술과 접목된 백화점의 새로운 환경에서의 지속운영은 고객과의 수준 높은 관계품질을 형성하는 것이 무엇보다 중요하다고 볼 수 있다. 이에 본 연구는 국내 백화점을 대상으로 옴니채널이 관계품질과 지속사용의도에 미치는 영향 관계를 살펴보았으며, 신기술인 옴니채널 환경에 대한 고객 서비스 전략을 위해 기술수용모델(TAM)을 적용하였다. 또한, 관계품질의 하위 차원인 만족, 신뢰, 몰입을 변수로 하여 옴니채널서비스가 관계품질과 지속사용의도에 미치는 영향을 살펴보았다. 본 연구의 결과는 다음과 같다. 첫째, 옴니채널의 용이성은 만족과 몰입에 유의하게 나타났다. 둘째, 유용성은 만족, 신뢰, 몰입에 유의한 영향을 미치는 것으로 나타났다. 셋째, 용이성은 지속사용의도에 유의하지 않은 반면 유용성은 유의하게 나타났다. 넷째, 만족, 신뢰, 몰입은 모두 지속사용의도에 유의한 영향을 미쳤다. 따라서 본 연구는 백화점의 옴니채널 환경에서 고객과의 질 높은 관계형성이 장기적 관점에서 옴니채널 지속 사용의도에 영향을 미친다는 것을 확인하였으며, 이를 통해 새로운 환경에서의 고객 관리의 중요성을 확인할 수 있다.

대형유통업체의 옴니채널 전략의 핵심요인이 소비자만족에 미치는 영향에 관한 연구

Recently, large retailers are focusing on implementing the strategy of omni-channel, the integration of online and offline. This study examined the effects of various characteristics of the omni-channel strategy of large distribution companies on customer satisfaction. Such research can provide clues to derive effective omni-channel strategies for large retailers.<BR> The research results can be summarized as follows. First, it was found that the convenience of omni-channel has a positive effect on the satisfaction of consumers who use omni-channel. Second, it was found that product involvement has the effect of a modulating variable in the influence of omni-channel use factors on consumer satisfaction. Ideas for reducing trial and error in distribution strategies and establishing advanced marketing strategies not only for existing large distribution companies, but also for new distribution companies that want to use omni channels by clearly clarifying the factors of omni channel use by consumers who use omni channels through this study. Was provided. In addition, as ICT and smart devices have been identified as having an influence on the change in distribution mechanism, we will focus on the change and develop the skill for communication with consumers called omni-channel, and the potential possibility of creating another new distribution channel. Presented.

Retail post-COVID growth strategy – is omni channel the way?

Learning outcomes To enable the students to appreciate the importance of the retail business environment and identification of opportunities set in the context of an emerging market. To make students understand how a value proposition (product) is crafted in a retail organisation. To introduce the technique of developing a service blueprint for designing the retail consumption experience. To induce students to analyse on what criteria should retail business models be evaluated. To introduce the students to the concept of omnichannel retail strategy. Case overview/synopsis The case is about a value-retail chain We Mart India facing the sudden lockdown situation in April 2020 because of the Covid-19 pandemic hitting India. Shailesh Mehta, the Chief Operating Officer of We Mart is wondering what he should do post the lockdown to bring back the retail chain to its pre-Covid fast-paced growth of 25% YOY in June 2019. We Mart focussed on physical stores as a part of its strategy with an emphasis on the in-store experience. The company catered to the aspirations in fashion for the youth through a series of fashion apparel and accessories in Tiers 2 and 3 cities. The company had grown successfully in two decades and had expansion plans for 2020, which now seemed hazy because of this unpredicted biological disruption impacting businesses. Mehta’s worries were intensified by the change in the consumer trend that was witnessing a shift from offline to online. He wondered about how to incorporate this change and also realign the corporate growth plans in amidst of a challenging situation. To add to his woes were thoughts about established competitors online already apart from the existing offline ones. Research methods: This case is based on primary and secondary data gathered through interviews and publicly available secondary sources. The name of the company and protagonist have been disguised. Complexity academic level The case is suitable for post-graduate (masters in buisness administration) level courses on retail management. The length of the case enables the participants to even read in the class. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing

Omni-channel retailing: A data-driven distributionally robust approach for integrated fulfillment services under competition with traditional and online retailers

Omni-channel (OC) retailing strategy provides consumers with seamless shopping experience by integrating different sales channels. In this study, we formulate a price and delivery lead time (DLT) dependent demand function for an omni-channel retailer (OCR) that provides integrated fulfillment services including buy-online-pick-up-in-store (BOPS) and order-in-store-deliver-to-home (OSDH) services. To investigate the extent of OC retailing success and its effects on the pre-existing retailing business models, we examine a dynamic competition between traditional, online, and OC retailing business models through a Nash-Stackelberg game. Our study also addresses the demand uncertainty as a multiplicative variable to the market potential of a product. To hedge against demand uncertainty, due to lack of perfect knowledge about the demand probability distribution, we construct a data-driven ambiguity set for candidate distributions based on the Wasserstein metric, which is utilized to quantify the distances between chosen distributions and the empirical distribution derived from the available data. In this case, part of the problem adopts a distributionally robust Nash equilibrium to find the optimal retailers’ decisions. The obtained results demonstrate the potential OC retailing functionality in terms of demand attraction and profitability. In addition, our results showed that utilizing the distributionally robust approach would lead to shorter DLT and higher sales prices compared to the deterministic demand environment. Interestingly, the pre-existing retailers’ sales prices under demand uncertainty can be higher than the situation under deterministic demand, while they are less than the sales prices before OCR entrance to the market. Therefore, there is no price inflation in the market in the presence of OCR.

The complexity analysis and chaos control in omni-channel supply chain with consumer migration and advertising cost sharing

Abstract Based on omni-channel retailing, considering consumer migration and advertising cost sharing, this paper builds a dynamic price and advertising game model of omni channel supply chain with BOPS (buy-online-pickup-in store). Based on game theory and chaotic dynamics theory, we analysis equilibrium points and local stability of the system. Besides, we focus on the stability and complexity of the system with respect to adjustment parameters, the migration rate of the online consumer (MROC), the migration rate of traditional consumer (MRTC) and advertising cost sharing rate (ACSR). These factors are discussed by numerical simulation. Such as 3D stable region, attraction basins and bifurcation diagram. Results show that over high adjustment parameter, MRTC and ACSR lead the system to lose control and show complexity behaviors. As the system go into a chaotic state, the profits of manufacturer and retailer tend to decline. Finally, because of the effects of chaos, the paper proposes the feedback control method to control efficiently the chaotic system. The results provide some managers with relevant management insights in an omni-channel supply chain.

Omni-channel retailing in supply chains: a systematic literature review

PurposeThe purpose of this paper is to conduct a structured literature review using advanced bibliometric tools to understand the existing knowledge base, understand the trends in omni-channel (OC) research and identify emerging research topics.Design/methodology/approachMore than 500 articles selected through a keyword combination search from reputed databases of peer-reviewed academic sources from period 2009–19 are analyzed for the purposes of this study. The study first presents an exploratory analysis to determine influential authors, sources and regions, among other key aspects. Second, several network analyses including co-citation and dynamic co-citation network analyses are conducted to identify themes. These allow identifying research clusters and emerging research topics algorithmically. Both centrality and modularity-based clustering are employed. A content analysis of the most influential groups within OC literature for each cluster is included.FindingsThe findings of this paper make unique contributions by using advanced tools from network analysis along with the standard bibliometric analysis tools to explore the current status of OC research, identify existing themes and the guidance for potential areas of future research interest in OC.Practical implicationsThis research provides a comprehensive view of the range of topics of importance that have been discussed in the literature of OC management. These research trends can serve as a quick guide to researchers and practitioners to improve decision making and also develop strategies.Originality/valueThe paper employs advanced tools for the first time to review the literature of OC retailing. The sophisticated tools include co-citation and dynamic co-citation network analysis.

Importance of offline service quality in building loyalty of OC service brand

Customer management becomes increasingly important as consumers have more flexible shopping process and options and competition become intensified in omni-channel (OC) retail environment. OC retailer can facilitate customer communication of OC service with OC service brand. This study evaluates an OC service brand (i.e. SSG OC service brand) to explore the effectiveness of integrated OC service platform which has a standing brand identity, and to determine the importance of selected offline characteristics of OC service on loyalty of OC service brand. Survey of 127 respondents was collected to test Partial Least Squares-Structural Equation Modeling (PLS-SEM). Findings show that tangibility and empathy of offline OC service directly affect customer satisfaction and attitude toward overall OC service brand, confirming the importance of offline service quality of OC in the OC service brand management.

The Revival of Retail Stores via Omnichannel Operations: A Literature Review and Research Framework

The increasing importance of integrated fulfillment concepts revitalizes bricks-and-mortar stores and puts them at the center of retail operations. So-called omnichannel (OC) concepts leverage stores to offer seamless and enhanced operations for offline and online shoppers. Stores are used to fulfill online orders, offer shorter lead times to customers, and extend the assortment across channels. The role of the store and the underlying store operations are thus impacted by profound changes. This transformation has not yet been assessed comprehensively from a practical or an Operations Research (OR) lens. This paper identifies cross-cutting store-related planning issues and develops a planning framework for OC operations. We apply industry interviews and a systematic literature analysis to derive five planning issues. Research gaps are revealed by matching the pertinent OR literature with managerial needs. The planning issues network design of fulfillment locations, assignment of customer orders, and assortment and inventory planning have been discussed in several store-related OC publications. Demand forecasting and inventory replenishment have received less coverage, and offer significant research opportunities.

Barrier analysis for channel synchronisation and implementation of omni channel supply chain strategy meeting customer preferences

Barrier analysis for channel synchronisation and implementation of omni channel supply chain strategy meeting customer preferences

Knowledge mapping omni channel system for the diagnosis and the treatment of traditional Chinese medicines based on an identification analysis

In this study, centring on the bases of TCM diagnosis and treatment (e.g., Guangzhou, Shenzhen, Zhuhai, Foshan, Huizhou, Dongguan and Zhongshan), the digital control level of the whole life cycle of TCM diagnosis and treatment was significantly elevated. In addition, the online monitoring of diagnosis and treatment status and the tracing of the whole diagnosis and treatment process were optimized, as an attempt to achieve the safety and control of diagnosis and treatment, as well as to rapidly and efficiently research and develop TCM products. The research and development cycle of TCM products was shortened by employing the technology of identification analysis and the non-structured database of Neo 4. Moreover, the platform for R &amp; D and health management of Chinese medicine was established and improved, feedback of the diagnosis and treatment effect data was given timely, and the R &amp; D optimization of new Chinese medicine products was supported.

Sustainable retailing through omni channel strategy: Dawn of a new era

Sustainable retailing through omni channel strategy: Dawn of a new era

Urban Freight Last Mile Logistics—Challenges and Opportunities to Improve Sustainability: A Literature Review

Last mile logistics (LML) is the least efficient and complex part of supply chain. The main objective of this study was to identify major challenges of urban freight LML and opportunities for intervention. For this, 42 peer-reviewed full papers published after 2010 and three additional references were used. The findings indicated that urban freight flow has a trend of steady growth. The main driving forces behind this steady growth are population growth, urbanization, densification, globalization, online and omni-channel (OC) retailing, and urban economic development. Using typology analysis, three main potential freight LML configurations were mapped and discussed. Freight LML configurations that involve light cargo vehicles and cargo bike-based delivery schemes could be more attractive freight LML models if the delivery failure is minimized. The LML challenges were categorized as technological, infrastructural, LML system and management, and logistic cost related challenges, and discussed broadly. Similarly, the potential opportunities were discussed from environmental, economic, and social sustainability aspects. Finally, this report has pinpointed future potential research agendas related to LML. The study could be a knowledge base useful for academicians and practitioners, logistics and technical service providers, policy makers, and customers.

Maruti’s Nexa – enhancing customer experience beyond buying

Research methodology The case collates secondary data pertaining to Maruti’s current position, Nexa, the premium retail sales channel of Maruti, and recent developments in the Indian automobile industry. It presents the facts and data published on websites, newspapers and magazines in the form of a case study. Case overview/synopsis Nexa was launched by Maruti in 2015 to enhance the buying experience of its premium customers and to re-position itself as a premium brand. It started offering customized services to car purchasers through its well-trained employees, attractive store environment and omni channel experience. Through all these facilities, though Nexa had a bumpy ride for selling its first product, it managed to pace up and perform better in the next few years. It remained to be seen how Maruti would handle competitor and cost challenges and how it would strategize its efforts to strengthen its footprint in the Indian automotive industry. Complexity academic level This case can be used in retail management, sales and distribution management, marketing management and related courses/modules at the master’s level.

Performance evaluation of Omni channel distribution network configurations using multi criteria decision making techniques

The Omni channel (OC) is an integrated fulfillment process of satisfying the demands from multiple channels such as a physical store, call center, mail, online and mobile applications with seamless customer experience. The growth of innovative technologies and mobile platforms attracts customers to online channels. The retail industries are facing a challenging task of managing the online demand along with traditional demand, which leads to the origin of the Omni channel. The objective of this study is to identify the four different distribution network configuration of OC and evaluating their performance using different multi-criteria decision making (MCDM) techniques such as analytical hierarchy process, fuzzy analytical hierarchy process and technique for order preference by similarity to ideal solution with respect to cost and service factors. The results obtained through different MCDM techniques show that integrated warehouse and transport—delivery from all Nodes configuration performs better than other configurations. A sensitivity analysis is performed to examine the stability of priority ranking. Also gap analysis is carried out to improve the level of certainty in decision making. This research article is the first of its kind, which applies the MCDM techniques for evaluating the performance of Omni channel distribution network configurations.

Effectiveness of e-Servqual in e-Tailing - Shoppers Expectations

In the recent days, Omni channel retailing is quite famous and gain importance among the customers. The retailers are also expecting some additional source of sales revenue to meet out the hectic competition around globe. This study is made with the intention to evaluate the service quality of online retail services with the sixteen service quality dimensions. The study is describing the intention of the shoppers pertaining to the service quality offered by the retailers in online mode. The primary data was collected from 310 respondents through circulating the structured questionnaire consists of various statements explaining all these sixteen e- service quality dimensions. Appropriate statistical tools have employed to assess the relationship among these variables and its impact on the achievements of the customer’s expectations at the end. It was completely depicted through the structural equation model constructed with the help of AMOS v.20.

Fostering supply chain integration in omni-channel retailing through human resource factors: empirical study in China’s market

ABSTRACT This study aims to identify relationships between human resource practice (HRP), human capital (HC), and supply chain integration (SCI) in the context of omni-channel retailing (OCR) on the basis of dynamic capability view (DCV). It also applies firms’ characteristics as moderators and uses product variety as a control variable to examine their effects on these relationships. A research survey was conducted based on a sample of 230 omni-channel (OC) retailers in China’s market. The results reveal that HRP is positively related to HC and that HC has a positive impact on SCI in the context of OCR. Moreover, employees’ capital is more important for SCI’s success than managers’ capital for OC retailers. In addition, this study found that product variety has a positive effect on SCI, whereas the moderating effect of retailers’ characteristics is insignificant compared to the influence of HRP on HC.

Attribution modelling in an omni-channel environment – new requirements and specifications from a practical perspective

How much am I, the customer, currently worth to a company? The answer to this question is very important for the marketing team but difficult to obtain. In an omni-channel environment, the degree of complexity for answering this question has reached a new level. Based on a structured literature research process, existing dynamic budget allocation approaches are identified and evaluated regarding their applicability in an omni-channel environment. For the evaluation process of these identified models, assessment criteria are needed. Structured interviews are conducted with experts in the field of attribution to formulate evaluation criteria, which are being used to evaluate the applicability of the defined models. This article describes why existing dynamic attribution models are not suitable for an omni channel environment and what features need to be part of a new future-ensured omni-channel attribution model. The authors conclude by presenting questions for future research in the field of dynamic attribution.

Attribution modelling in an omni-channel environment – new requirements and specifications from a practical perspective

How much am I, the customer, currently worth to a company? The answer to this question is very important for the marketing team but difficult to obtain. In an omni-channel environment, the degree of complexity for answering this question has reached a new level. Based on a structured literature research process, existing dynamic budget allocation approaches are identified and evaluated regarding their applicability in an omni-channel environment. For the evaluation process of these identified models, assessment criteria are needed. Structured interviews are conducted with experts in the field of attribution to formulate evaluation criteria, which are being used to evaluate the applicability of the defined models. This article describes why existing dynamic attribution models are not suitable for an omni channel environment and what features need to be part of a new future-ensured omni-channel attribution model. The authors conclude by presenting questions for future research in the field of dynamic attribution.

Omni Channel Retailing: An Opportunity and Challenges in the Indian Market

The promising OC - Omni Channel interactive technology is presently perceived by several retailers as enabling the tool to compete in the marketplace more rigorously and effectively. This review paper is to discover, ascertain, and structure the research that distinctly clarifies the purpose and significance of omnichannel retailing. It provides a dynamic social strategy, an active mobile experience, with a lively converting website, to customers to offer a seamless shopping experience, by operating together, in coordination, with an advanced logistics and supply chain management perspectives; and reveals the omnichannel retailing intellectual foundation and research.This study employs a multi-technique approach, methodology and conducts a content-analysis-literature review making use of numerous academic papers. Depending on the list of references, the citation is performed, while the analysis of co-citation depends on the most recent and regularly cited papers. This includes multidimensional cluster analysis, scaling, and factor analysis. However, there is a research gap, because; beneath these hypes and confusions lay a very crucial proposition. When the customer channels have inflated, the customer journey progressively diverts in different channels from where they started. Hence, the branding of the company is the most essential criteria so as to stitch every interaction together to generate a seamless experience. The study reveals that all customers anticipate the retail stores to be adequately integrated with retailer’s every digital capability, potential, competency and to succeed. They feel that, regardless of how, the retailers must serve all the customer needs, whenever and where ever they shop, without limiting considerations in the omnichannel retailing foundation and research. These findings can support and trigger future research evolving better understanding of OC retail business.

관광옴니채널서비스의 확장된 통합기술수용모형 연구

This study analyzed the relationship between integrated technology acceptance attitude and purchase intention of omnichannel service of tourism. In particular, the attitude of acceptance in the tourism omnichannel service area was analyzed from the user"s perspective.<BR> As a result of the analysis, performance expectation, effort expectation, Social Influence, promotion condition, innovation and self efficacy were found to have a significant influence on purchase intention in adopting tourism omnichannel service integrated technology. Unlike previous studies that analyzed the factors of independent channels, it is a meaningful study on the acceptance attitude from the omni channel perspective, which is a form of channel integrating on/offline.