Omnichannel retailing strategy: a systematic review

Asmare, Aregu; Zewdie, Shimelis

doi:10.1080/09593969.2021.2016472

Cited by 4 publications

(4 citation statements)

References 54 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Nevertheless, the Covid-19 pandemic has accelerated the OC usage and transformation (Verhoef, 2021). The studies on transformation to OC retailing emphasize and examine resources (Do Vale et al, 2021) and capabilities (Song et al, 2019) separately, however lack a holistic evaluation (Asmare and Zewdie, 2021). There are more similarities than distinctions between large OC retailers and SME retailers.…”

Section: Insights From Germany and Turkey 1129mentioning

confidence: 99%

See 1 more Smart Citation

Omni-channel retailing resources and capabilities of SME specialty retailers – insights from Germany and Turkey

Mrutzek-Hartmann

Kotzab

Hüseyinoğlu

et al. 2022

IJRDM

View full text Add to dashboard Cite

PurposeThe retail sector in a lot of countries consists of many small and medium sized specialty retailers who face a high degree of dynamics and competition. Consequently, these companies also have to constantly evolve and develop resilient strategies that promise their future success. Hence, the purpose of this paper is to analyse the resource and capability bundle for operating as and transforming to a small and medium-sized enterprise (SME) omni-channel specialty retailer. Therefore, the authors followed the notions of the Resource-Based-View (RBV) and of the Dynamic-Capabilities-View (DCV).Design/methodology/approachTo answer the authors’ formulated research questions, they applied an exploratory research method by conducting 12 semi-structured and guideline-based expert interviews from two countries.FindingsThe findings reveal a specific bundle of transformation resources and capabilities and important drivers for the implementation of an omni-channel strategy. Thereby, the human resources factor and the market as well as customer understanding play a decisive role. In addition, the authors have identified country-specific differences in the technological, logistical, product-specific and financial areas.Practical implicationsThe results reflect the importance of qualified and well-trained staff for SME retailers to implement omni-channel strategies in alignment with a high level of service quality. Especially in the Covid 19 era, flexible structures and quick adaptability are essential to remain competitive. Nevertheless, everything should always be in line with the company's own philosophy.Originality/valueThe paper provides new insights into important resources and capabilities retailers need to focus on when implementing an omni-channel strategy. The paper concentrates in particular on the groups of SMEs and niche markets as well as examines country-specific differences in a developed and a developing country.

show abstract

Section: Insights From Germany and Turkey 1129mentioning

confidence: 99%

“…, 2021) and capabilities (Song et al. , 2019) separately, however lack a holistic evaluation (Asmare and Zewdie, 2021). There are more similarities than distinctions between large OC retailers and SME retailers.…”

Section: Introductionmentioning

confidence: 99%

Omni-channel retailing resources and capabilities of SME specialty retailers – insights from Germany and Turkey

Mrutzek-Hartmann

Kotzab

Hüseyinoğlu

et al. 2022

IJRDM

View full text Add to dashboard Cite

show abstract

“…For example, they might get the product information from mobile app first, then place the order on website and later pick the product up from the store or vice versa [5,13]. However, managing channels synergistically for providing seamless customer experience has proved out to be a challenging task for omni channel retailers [14,12]. The retail supply chains of omni channel retailers differ significantly from traditional retailers [15].…”

Section: Introductionmentioning

confidence: 99%

Role of Omni Channel Attributes and Perceived Behavioral Control in Omni Channel Selection

Balroo

2023

JEMT

View full text Add to dashboard Cite

The retailing industry worldwide is transitioning from multi-channel retailing to omni channel retailing. In contrast to multi-channel retailing which provides offerings through different and separate channels, all channels are essentially well integrated in omni channel retailing. In the middle eastern region, the transition from multi-channel to omni channel retailing is rapidly taking place in Saudi Arabia. However, managing channels synergistically for providing seamless customer experience is proving out to be challenging task for omni channel retailers. What omni channel attributes are valued necessary by consumers in making them seamlessly choose omni channels for shopping are not explicit in the literature especially in Saudi Arabian context. In order to better integrate and coordinate channels it is very important for omni channel retailers to first understand the behavior of omni channel shoppers. The omni channel retailers need to know what omni channel attributes influence consumer’s perception of ease and ability in selecting omni channels for shopping. This study examines how omni channel attributes namely omni channel transparency, omni channel convenience and omni channel uniformity help in influencing consumer’s perception in selecting omni channels. The study employed snowball sampling method for collecting the sample of omni shoppers from different regions of Saudi Arabia. The study sample comprised of 551 respondents who actively shopped through various omni channel retailers of Saudi Arabia. All hypothesized relationships of the study were tested simultaneously using structural equation modelling technique. The study reported that omni channel transparency, omni channel convenience and omni channel uniformity positively influence consumer’s perception in selecting omni channels in Saudi Arabia. This study tries to combine consumer and omni channel retailer perspectives for the better understanding of shopping behaviors across omni channels. With the better understanding of consumer shopping behaviors, omni channel retailers would be thus able to better integrate their channels and coordinate their supply chains to the best satisfaction of their consumers.

show abstract

“…Brand channels' integrated interactions are regarded as the consistency of interactions experienced by consumers across various channels manifested through the consistency in content and process (Sousa and Voss, 2006). With the integration of online and offline channels, consumers can make better purchase decisions as interactions with brands and retailers are better assimilated (Asmare and Zewdie, 2022;Gao and Huang, 2021). This general approach affects brands since it alters the organization and use of resources, followed by a deeper transformation in consumer engagement and marketing programs (Berman and Thelen, 2018;Guerreiro et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

Engaging with omnichannel brands: the role of consumer empowerment

Loureiro

Ramadan

2022

IJRDM

View full text Add to dashboard Cite

PurposeThis study aims to integrate brand and retailer levels variables to examine the direct and indirect relationships between omnichannel retailing and consumer engagement.Design/methodology/approachSurvey data are collected from a sample consumers of different omnichannel retailing brands operating in the skin care industry. Partial least squares structural equation modeling is utilized.FindingsThe study finds brand channels' integrated interactions (process and content consistency) to increase consumer brand engagement. Findings show retailer consumer empowerment to intensify the impact of omnichannel retailing on consumer engagement. Results also show brand channels' integrated interactions to increase consumer brand familiarity, which mediates the effect of omnichannel retailing on consumer engagement.Originality/valueThis study suggests that integrating brand- and retailer-level variables is vital to understand the effect of omnichannel retailing on consumer engagement. The study concludes that for successful omnichannel strategy, collaboration between brands and retailers is imperative.

show abstract

Omnichannel retailing strategy: a systematic review

Cited by 4 publications

References 54 publications

Omni-channel retailing resources and capabilities of SME specialty retailers – insights from Germany and Turkey

Omni-channel retailing resources and capabilities of SME specialty retailers – insights from Germany and Turkey

Role of Omni Channel Attributes and Perceived Behavioral Control in Omni Channel Selection

Engaging with omnichannel brands: the role of consumer empowerment

Contact Info

Product

Resources

About