Coupon promotion and its cross-channel effect in omnichannel retailing industry: A time-sensitive strategy

Li, Zonghuo; Xu, Gelin; Mei, Wanxia

doi:10.1016/j.ijpe.2023.108778

Cited by 11 publications

(6 citation statements)

References 58 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Retailers use coupons to stimulate and retain consumers across different channels (Li et al. , 2022, 2023) and to increase sales potential across channels.…”

Section: Resultsmentioning

confidence: 99%

See 1 more Smart Citation

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

de Carvalho,

Machado,

Correa

2023

IJRDM

View full text Add to dashboard Cite

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.

show abstract

“…Retailers use coupons to stimulate and retain consumers across different channels (Li et al. , 2022, 2023) and to increase sales potential across channels.…”

Section: Resultsmentioning

confidence: 99%

“…Discount coupons offer a strategy for motivate consumers to use omnichannel. Retailers use coupons to stimulate and retain consumers across different channels (Li et al, 2022(Li et al, , 2023 and to increase sales potential across channels.…”

Section: 22mentioning

confidence: 99%

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

de Carvalho,

Machado,

Correa

2023

IJRDM

View full text Add to dashboard Cite

show abstract

“…(2023) explored impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response theory. In addition, Li et al. (2023) developed a stylised model to explore omnichannel coupon promotion strategies considering consumers’ time sensitivity in redeeming coupons.…”

Section: Theoretical Background and Literature Reviewmentioning

confidence: 99%

“…Pereira et al (2023) explored impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response theory. In addition, Li et al (2023) developed a stylised model to explore omnichannel coupon promotion strategies considering consumers' time sensitivity in redeeming coupons. Furthermore, Chen et al (2023) explored the effect of channel integration quality on consumer responses within omnichannel retailing.…”

Section: Introductionmentioning

confidence: 99%

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

Fares

Lloret

Kumar

et al. 2023

JEIM

View full text Add to dashboard Cite

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.

show abstract

“…For example, Amazon and Nike have expanded their offline markets by adding a large number of physical stores. Conversely, the offline-to-online model is a showroom that allows customers to make purchases online after evaluating products offline (Konur, 2021), with companies such as Apple and Warby Parker embodying this approach (Li et al. , 2023).…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context

Zhang,

Park,

Park

2023

APJML

View full text Add to dashboard Cite

PurposeThis study aims to investigate customers' personal innovativeness (PI) as an influencing factor of omni-channel customer experience throughout pre-purchase, purchase and post–purchase stages of the customer journey, and their subsequent influences on customers' reuse intention.Design/methodology/approachData were collected from customers who had experience with omni-channel shopping in South Korea through a questionnaire made with Naver Forms, both online and offline from 15 June to 15 July 2022. Out of the received responses, only valid and consistent questionnaires were considered for statistical analysis. In total, 272 valid samples were utilised for the final analysis. Analyses included reliability, validity, path, structural equation modelling and mediation effects, using SPSS and AMOS software.FindingsThe results revealed a significant influence of personal innovativeness on the omni-channel customer experience across all purchase stages. Personal innovativeness was found to influence the customer experience in the pre- and post–purchase stages, thus affecting reuse intention. However, it did not have the same effect in the purchase stage. The omni-channel experience customer experience also played an indirect mediating role in the relationship between personal innovativeness and reuse intention.Research limitations/implicationsFirst, personal innovativeness in the IT domain may be very prominent in studies examining innovative behaviours related to computing technology. Second, this study provides further understanding of customers' intentions to reuse omni-channel shopping. Third, the path analysis showed that personal innovativeness significantly affects customer experience at all pre-purchase, purchase and post–purchase stages of the customer journey. However, except for the purchase experience, both pre- and post–purchase experiences significantly impact customers' intention to reuse omni-channels and play a mediating role.Practical implicationsFirst, omni-channel retailers should launch new products, innovative promotional activities and explore new channels or new service modes to stimulate the need recognition of customers with high personal innovativeness. Second, omni-channel retailers should pay attention to the users' reviews of each channel because they play a key role in potential customers' purchase decisions. Third, offering customers a seamless shopping experience is essential as a marketing strategy for omni-channel retailing.Originality/valueThis study elucidates the causal relationship between personal characteristics and behaviour by dividing the omni-channel customer journey. In particular, personal innovativeness is identified as an important predictor of the intention to reuse omni-channels during the pre- and post–purchase stages. This suggests that omni-channel retailers need to strategically manage these stages to boost customers' reuse intention.

show abstract

Coupon promotion and its cross-channel effect in omnichannel retailing industry: A time-sensitive strategy

Cited by 11 publications

References 58 publications

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

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

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

The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context

Contact Info

Product

Resources

About