Assessing omnichannel strategies for global retailing industries in a developing country

Djofack, Sidonie; Ndeme, Richard Nkene; Wamba, Samuel Fosso

doi:10.1080/0965254x.2021.1963313

Cited by 4 publications

(9 citation statements)

References 34 publications

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“…This lowers the customers' perceived risk, increases the likelihood of a purchase and allows businesses to collect customer information to personalise offerings and expedite product delivery (Asmare and Zewdie, 2022). Meanwhile, other studies highlighted the importance of building business logic between online and offline channels so that they can complement one another, facilitate seamless data flow to maximise purchase or repurchase intention and minimise potential performance risks (Djofack et al, 2021).…”

Section: Research Approach and Methodsmentioning

confidence: 99%

“…They highlighted considering customer heterogeneity whilst targeting differential pricing or promotions and fulfilment nodes along the buying journey to gain a competitive advantage and strengthen customer relationships (Yrjölä et al ., 2018a). Meanwhile, other studies highlighted the importance of building business logic between online and offline channels so that they can complement one another, facilitate seamless data flow to maximise purchase or repurchase intention and minimise potential performance risks (Djofack et al. , 2021).…”

Section: How Did We Discover and Why Do We Suggest?mentioning

confidence: 99%

“…The word “strategy” speaks for itself; it should come as no surprise that the subdomain “omnichannel strategy” is centred on creating value for customers between “ willingness to use and willingness to implement. ” The omnichannel strategy aims to create a seamless experience by strategically allocating resources following an analysis of the potential for failure and poor performance (Djofack et al. , 2021).…”

Section: How Did We Discover and Why Do We Suggest?mentioning

confidence: 99%

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

Dutta

2023

IJRDM

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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.

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Section: Research Approach and Methodsmentioning

confidence: 99%

Section: How Did We Discover and Why Do We Suggest?mentioning

confidence: 99%

Section: How Did We Discover and Why Do We Suggest?mentioning

confidence: 99%

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

Dutta

2023

IJRDM

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“…Multiple communication, purchase and return possibilities demand integration of channels, and research has considered how integration of physical and virtual strategies is perceived by consumers as a benefit (B ezes, 2021;Cheah et al, 2022;Djofack et al, 2021;Herhausen et al, 2015;Lazaris et al, 2021;Rahman et al, 2022;Shao and Lassleben, 2021). Personalized incentives positively affect consumer engagement via different channels, and studies have focused on the relationship between consumption in one channel and satisfaction in another (Hsia et al, 2020;Rodr ıguez-Torrico et al, 2023).…”

Section: Antecedents Decisions and Outcomesmentioning

confidence: 99%

“…(1) The omnichannel strategy will be successful only if risk management is effective (Djofack et al, 2021). The BOPS strategy and integration of channels enhance transmission of trust to consumers (Chatterjee et al, 2021;Wang et al, 2021).…”

Section: Perceived Risks and Benefitsmentioning

confidence: 99%

Omnichannel and consumer and retailer perceived risks and benefits: a review

de Carvalho,

Machado,

Correa

2023

IJRDM

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Purpose This study uses the antecedents, decisions and outcomes (ADO) framework to identify how perceived risks and benefits relate to the omnichannel strategy and influence consumer behavior.Design/methodology/approach A systematic review was conducted on 111 articles (2014–2023) on Scopus using NVivo® software for content analysis.Findings The literature on omnichannel is fragmented between journals and lines of research, making it difficult to identify influential journals in the area and preventing effective convergence. When the perception of risk is greater than the perception of benefits, companies must understand how to mitigate the risk, so that the adoption of an omnichannel strategy is not canceled.Research limitations/implications The review is limited to one database and does not consider specific products/services or consumer profiles.Originality/value This review broadens understanding of omnichannel from a perspective neglected by researchers, namely risks and benefits and their impacts on organizational results. The model will clarify how the literature on omnichannel has evolved and instigate new research.

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