International Journal of Retail & Distribution Management

Berman, Barry; Thelen, Shawn

2018 International Journal of Retail & Distribution Management

doi: 10.1108/ijrdm-08-2016-0131

The purpose of this paper is to analyze differences between multichannel and omnichannel marketing, describe the advantages of omnichannel marketing and explain how retailers can best transition from multichannel marketing to omnichannel marketing.Design/methodology/approachThe paper’s findings are based on a systemic review of the literature of academic studies, research-based studies by major consulting firms and case study reports of effective omnichannel retailers. The approach used is managerial and strategic.FindingsFour stages are identified between a pure multichannel and a pure omnichannel marketing strategy. This multistage approach enables a firm to determine its current position, to view the gaps in its strategy in moving to the next level and to develop appropriate actions to move to the next higher level. This paper also identifies barriers to a firm implementing an omnichannel marketing strategy and describes how these barriers can be overcome.Practical implicationsThis paper describes the advantages associated with omnichannel marketing and discusses a strategy to transition to omnichannel marketing. Barriers to adopting omnichannel marketing and how they can be overcome are analyzed.Originality/valueThis study makes a number of contributions to the literature on omnichannel marketing. It sets forth specific criteria for firms to determine their present stage on the multichannel marketing to omnichannel marketing hierarchy. This strategic approach provides firms with a roadmap to planning and implementing an omnichannel marketing orientation. The paper concludes with directions for future research and managerial implications and conclusions.

Deb, Madhurima

2018 International Journal of Retail & Distribution Management

doi: 10.1108/ijrdm-10-2017-0225

The purpose of this paper is to investigate the impact of store-level attributes, relationship investment, culture and religiosity on relationship quality.Design/methodology/approachTo attain the above objective, data were collected from 350 customers from India and Nigeria. Data were analyzed using SPSS and AMOS.FindingsIn the present study, empirical evidence was found for the impact of most of the store’s positioning attributes on perceived relationship investment and relationship quality, in India and Nigeria. Factors like personalization and their impact on relationship investment and quality were not supported in Nigeria. Additionally, religiosity was found to impact relationship quality only in case of Nigerian customers. Cultural differences were also found between consumers of both these countries.Originality/valueThe present study contributes to the theory of consumer behavior and cross-cultural studies by examining the effect of the relationship between various cultural dimensions and religiosity on customer’s commitment with a store, which to the author’s best knowledge is not done before. The present study makes important contribution to the existing literature of relationship quality in three ways: first, by specifying important store-level attributes that impact customer’s perception about relationship investment. By applying these practices, retailers can guide customer’s perception of relationship investment, second, this study confirmed the impact of relationship investment on relationship quality, thus demonstrating the retailers as to why should they invest time and effort in building positive perception about relationship investment, third, this study is first of its kind to have investigated the impact of culture and religiosity on the perception of relationship investment and relationship quality.

Sidorchuk, Roman; Mkhitaryan, Sergey Vladimirovich; Musatov, Boris Vladimirovich; Meshkov, Aleksey Aleksandrovich; Tultaev, Timur Alekseevich

2018 International Journal of Retail & Distribution Management

doi: 10.1108/ijrdm-01-2018-0006

The share of student youth, as consumers, is quite significant in the world. Considering that retailers view young consumers (including student audience) an important segment of the market, a substantial question is to study the effect of values on motivation consumer behavior. The purpose of this paper is to fill the lack of studies on motivational influence of “high-level values” (HLV) on young consumers. This research paper examines the motivational influence of HLV on brands in certain product categories-markers, to develop a methodology for segmenting consumers based on their clustering by values and evaluating brand preferences in different segments.Design/methodology/approachThe sample was formed by the “snowball” method from first-year undergraduate students. The sample size involves 239 respondents. The research was carried out by the online survey method on the basis of a structured questionnaire. To obtain segments, the authors used hierarchical cluster analysis by the Ward method and the Euclidean distance method. The statistical significance of the differences in brand preferences between segments was checked in the conjugacy tables using the χ2 test at different significance levels.FindingsFindings show clearly the possibility on the basis of HLV to identify segments of consumers, which allows obtaining the distribution of the perception of the brand. For a student audience received segments were: “Become a successful leader,” “become successful in a harmonious world,” “ascetic,” “the Hedonist,” Frequency analysis revealed an uneven distribution of preferences between the examined brands. At the same time, revealed the differences in the motivational significance HLV for brands in different product categories.Practical implicationsRetailers should use segmentation based on motivation influence of HLV for improving the effectiveness of communication of young consumers with brands. The solution of this problem will allow forming particular strategic behaviors of retailers occurring in the sphere of shaping relationships with young consumers.Originality/valueIt is one of the rare studies that investigate motivational influence of a complex of ten HLV on the young consumers. In this paper, the authors propose to use a methodology for young consumers segmentation based on clustering for HLV, and assessing brands preferences in different segments.

Ye, Ying; Lau, Kwok Hung; Teo, Leon Kok Yang

2018 International Journal of Retail & Distribution Management

doi: 10.1108/IJRDM-04-2017-0062

PurposeThe purpose of this paper is to explore the drivers and barriers to omni-channel retailing in China, and attempts to understand how companies formulate their business strategies during their transformations to omni-channel retailing.Design/methodology/approachThis study adopts an exploratory case study approach to investigate the omni-channel retailing transformations of two well-established Chinese fashion apparel retailers. The study draws on multiple sources of evidence, comprising: interviews with eight business executives from three major operational departments; on-site observations in firm’s retail stores, factories and distribution centres; and secondary data review of firm business reports, news, whitepapers and archival records. The findings are established through a consistent within-case data analysis and cross-case comparison.FindingsThe study reveals that the two retailers formulated different strategies in developing their omni-channels, and exhibited different degrees of success. The similarities and differences in the drivers, as well as the barriers, were analyzed and compared in this study. Operational variations (i.e. enablers and inhibitors) due to the unique context of the Chinese market were also explored. The findings reveal that coherent leveraging firm resources and capabilities from the three perspectives – marketing, logistics and supply chain, and organizational management – is critical to the full implementation of omni-channel retailing. They provide relevant managerial insights that can assist firms in formulating appropriate strategic action plans during the transformations.Originality/valueAs a theoretical contribution, this paper identifies a set of drivers and barriers for omni-channel retailing in the developed market, and classifies them into three categories: marketing; logistics and supply chain; and organizational management. The empirical-based qualitative analysis reveals the key factors impacting on omni-channel retailing within the Chinese market, and suggests a series of practical implications for local retailers planning to embark on omni-channel retailing.

Pantano, Eleonora; Gandini, Alessandro

2018 International Journal of Retail & Distribution Management

doi: 10.1108/ijrdm-01-2018-0024

The purpose of this paper is to devise a comprehensive framework of the emergent shopping experience as the result of the combination of store access and the use of communication technologies, particularly social media.Design/methodology/approachThe paper builds on a set of 20 semi-structured interviews to London-based young consumers aged 18-23 and adopts an exploratory approach aimed at understanding the broad relationship between retailing and social media use.FindingsThe findings highlight how an intensive use of social media and digital communication technologies emerges as an integral part of the shopping experience inside and outside the store.Research limitations/implicationsDrawing upon the notion of the “experience economy,” scholars and practitioners are actually pushed to reconsider the role of traditional shopping as in-store experience that is evolving fast as an effect of the continuous progress into communication technologies. This concept contributes to knowledge development by linking research in retail with work in the area of consumer culture.Practical implicationsMarketers and retailers should consider that the shopping experience is no longer limited to the physical point of sale. This means that retailers should be able to provide a shopping experience that is natively networked.Originality/valueThe authors identify the emerging “networked experience” of shopping, which derives from the consumers’ widespread usage of new communication technologies to collect information, their willingness to share part of this information with others, while creating new digitally mediated relationships with retailers.

Burlison, Josh; Oe, Hiroko

2018 International Journal of Retail & Distribution Management

doi: 10.1108/ijrdm-11-2017-0275

The purpose of this paper is to critically review the literature that explores the relationships between store image and store patronage behaviour, thereby providing the practical analytical framework with measurements that aids marketers to build strategical marketing plans to attract loyal customers to their retail shops.Design/methodology/approachA systematic literature review method was applied to this study which analysed the literature of peer-reviewed articles in English-language journals and specific online databases. In total, 863 peer-reviewed articles which were published between 1950 and 2017 were examined to provide the practical framework with measurements for further discussion.FindingsIt was found that within the eight identified dimensions of store image – merchandise, service, convenience, promotion, client, physical facilities, atmosphere and institutions, there are corresponding sub-sections that must be recognised, e.g. merchandise is made up of quality, assortment, price, fashion and guarantee. These dimensions have been analysed and discussed in the context of their impact on store patronage. However, because of the lack of clarity in predictors of store patronage, there has been confusion in academic discussions. Therefore, it is proposed that store patronage should be investigated with two parameters, customer and manager store image alignment and past purchase experiences.Research limitations/implicationsThis study contributes to providing a useful discussion platform with an analytical framework and measurements. Due to the selected term-based search method, even with the authors’ maximum effort, the number of selected publications is limited.Practical implicationsThis study introduces a practical conceptual framework for the measurements that need to be utilised by the marketers while building marketing strategies for attracting consumers to enhance their patronage behaviours. Retail services need to create a reinvented discussion platform with respect to store image and patronage. Consumers may perceive store image as being embedded in the store environment as a trigger for their patronage behaviour and, using the proposed analytical framework, the retailers can analyse and refine their marketing plans effectively.Originality/valueThis study presents the overall reappraisals of the initial literature with regard to the holistic development, implications and impact of store image on store patronage. Moreover, the paper seeks to provide a robust discussion paradigm for developing perspectives for improving patronage behaviours, thereby bridging the gap between store image and store patronage by attempting to use the relevant literature to contribute to constructive future discussions and useful dimensions while building marketing strategies.