Omnichannel Strategy and Consumer Behavior in Distribution Channels: Trends in the Ophthalmology Sector

Abstract

Changes in consumer behavior are forcing companies to rapidly shift their distribution channels toward an omnichannel model. In the case of the ophthalmology sector, however, the purchase of contact lenses and prescription glasses requires professional examination by a trained eye specialist. This peculiarity of the sector affects the shift toward omnichannel. This paper is novel in that it addresses a research gap by studying the distribution channels for regulated products and services such as health products that required a closer professional service. This paper addresses the transformation of companies toward an omnichannel model using a common scientific forecasting method (i.e., the Delphi method) to identify trends and problems. In this scenario of high complexity and uncertainty where there is insufficient relevant quantitative information for decision making, the Delphi method is applied to ensure a consensual decisionmaking process. Consensus was reached by a panel of 11 experts on the Spanish ophthalmology sector after three rounds of questioning. The final set of indicators involve 19 different criteria grouped into four categories (1) current situation of the distribution channel, (2) changes in distribution channels, (3) trends and near future of the distribution channel, and (4) consequences and adaptations for supply chain agents. The results from each round of consultation were then analyzed by means of statistical analysis with SPSS and discussed for each category. The results confirm that traditional intermediaries face difficulties to avoid being squeezed out of the sector because of shortening distribution channels and the entry of new online intermediaries with service integration models. We identify future scenarios and define actions that different agents can take to enhance their competitiveness in the short and long term. The arrival of omnichannel distribution is inevitable in the ophthalmology sector, entailing a major transformation from a rigid traditional distribution model to a more complex and flexible model following the entry of new online intermediaries.

An Overview of Omnichannel Interaction in Health Care Services

“…Table 2 displays the selected studies and the principal outcomes delivered from these studies in relation to the implementation of omnichannel interaction. 1 , 2 , 4 , 9 , 10 , 11 , 12 , 13 , 15 , 17 , 20 , 21 , 22 , 23 , 24 , 26 , 27 , 28 , 29 , 32 , 34 , 35 , 36 , 37 , 38 , 44 , 49 , 50 A succinct explanation of the correlation between these outlined outcomes and the omnichannel interaction strategy is also presented.…”

“…The essential characteristics of the selected studies are outlined in Table 1 . 1 , 3 , 4 , 5 , 7 , 8 , 9 , 10 , 11 , 12 , 13 , 14 , 15 , 16 , 17 , 19 , 20 , 21 , 22 , 23 , 24 , 25 , 26 , 27 , 28 , 29 , 30 , 31 , 32 , 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 , 42 , 43 , 44 , 45 , 46 , 47 , 48 , 49…”

Managing Sustainable Urban Public Transport Systems: An AHP Multicriteria Decision Model

“…The weights of the criteria and sub-criteria were determined using the Delphi method [58] according to the average value attributed by consensus across a panel of experts. The Delphi method is a technique to structure a group communication process so that the interactions between group members effectively allow a group of individuals to deal with a complex problem [59], and it is widely used for forecasting in economics and social sciences [60][61][62][63], energy, and transportation [58,64,65] and combined with AHP models [66], gathering information for decision-making processes as in this study.…”

The Use of Digital Channels in Omni-Channel Retail—An Empirical Study

“…The uniqueness of organizational culture, prices, information, communication, and logistics is a key factor that generates favorable behavior and positively influences companies' success [59]. It has been found that customers' integrated omni-channel experiences mediate the perfectly coordinated system of omni-channel retail [60] and the relationship between channel collaboration and channel relationship performance [61]. High levels of synchronization and cooperation both offline and online can improve the trust experience for customers and boost business performance [62].…”