Omnichannel environment — phenomena, processes and the directions of change

Abstract

Omnichannel as a concept was introduced to the business practice due to the development of multichannel actions and their integration. This paper aims to identify processes and phenomena occurring in an omnichannel environment in the past years (2020–2022) and their evaluation based on the literature. We used the literature review method, focusing mainly on two professional journals: Total Retail and Multichannel Merchant. Based on the literature studies, we can say that in the analysed period, the major issues discussed were the extension of customer experience and personalisation of contact, development of offered ways of delivery (including the curbside delivery or ‘dock and load’) and payment methods (including m-payments), the need for more frequent actualisation of POS solutions, changes in the way in which stock and supplier relations are managed, implementation of new technologies (such as headless e-commerce and Progressive Web Application [PWA]), development of contact-less shopping and further development of sustainable commerce.

Localised multiple channel distribution strategies of luxury fashion retailers – evidence from China

“…These factors are responded by the research questions of present study. Indeed, understanding the motives behind retailers' multiple channel distribution strategies helps to understand their intrinsic conditions, their capabilities and their reaction to the changing market environment (Bogdan and Gotwald, 2022). The existing literature, such as Beck and Rygl (2015), reveals that the most important motive behind retailers' multiple channel distribution strategies is consumers' willingness to shop across various channels.…”