Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Satisfying consumers all around: a multidisciplinary view of omnichannel retail

Satisfying consumers all around: a multidisciplinary view of omnichannel retail Omnichannel retail are catching increasing attention from multiple research area, due to its widespread and essential application in retailing industry. The principal object of this paper is to systematically review current studies on omnichannel retail in information systems, operations and marketing research area. Further, the second purpose of this study is to provide insights and guides on omnichannel research to facilitate advance research in the area.Design/methodology/approachA systematic review on omnichannel retail in retailing industry has been conducted. 33 research articles from 2014 to 2020 from Financial Times 50 journals (FT 50 journals) were identified to be reviewed. The articles were reviewed on the basis of study area namely: information systems, operations and marketing. These research areas were further divided into subcategories to provide in-depth and crystal clear review of literature.FindingsThe review outcome showed that omnichannel topics are active in management studies. There are three main research areas: information systems, operations management and marketing. This study found that IT enhances channel capabilities and expands demand in omnichannel retail; operations can be better optimized based on understanding of cross-channel interactions, product category and retailer types; consumer heterogeneity, product category, channel capabilities and retailer type are all found to contribute to complexities of omnichannel marketing.Originality/valueThis study provides a pioneering review to gauge the updated literature concerned with omnichannel research in terms of IT, operations and marketing perspective. Further, a systematic literature review provides insights and guides for future significant studies on potential research subjects. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Industrial Management & Data Systems Emerald Publishing

Satisfying consumers all around: a multidisciplinary view of omnichannel retail

Download PDF
14 pages

Loading next page...
 
/lp/emerald-publishing/satisfying-consumers-all-around-a-multidisciplinary-view-of-5LdITUdEeN
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-5577
DOI
10.1108/imds-08-2020-0452
Publisher site
See Article on Publisher Site

Abstract

Omnichannel retail are catching increasing attention from multiple research area, due to its widespread and essential application in retailing industry. The principal object of this paper is to systematically review current studies on omnichannel retail in information systems, operations and marketing research area. Further, the second purpose of this study is to provide insights and guides on omnichannel research to facilitate advance research in the area.Design/methodology/approachA systematic review on omnichannel retail in retailing industry has been conducted. 33 research articles from 2014 to 2020 from Financial Times 50 journals (FT 50 journals) were identified to be reviewed. The articles were reviewed on the basis of study area namely: information systems, operations and marketing. These research areas were further divided into subcategories to provide in-depth and crystal clear review of literature.FindingsThe review outcome showed that omnichannel topics are active in management studies. There are three main research areas: information systems, operations management and marketing. This study found that IT enhances channel capabilities and expands demand in omnichannel retail; operations can be better optimized based on understanding of cross-channel interactions, product category and retailer types; consumer heterogeneity, product category, channel capabilities and retailer type are all found to contribute to complexities of omnichannel marketing.Originality/valueThis study provides a pioneering review to gauge the updated literature concerned with omnichannel research in terms of IT, operations and marketing perspective. Further, a systematic literature review provides insights and guides for future significant studies on potential research subjects.

Journal

Industrial Management & Data Systems – Emerald Publishing

Published: Feb 4, 2021

Keywords: Omnichannel; Omnichannel management; Retail industry; Systematic literature review; IT

References

  • Managing multi- and omni-channel distribution: metrics and research directions
    Ailawadi, K.L.; Farris, P.W.
  • Adding bricks to clicks: predicting the patterns of cross-channel elasticities over time
    Avery, J.; Steenburgh, T.J.; Deighton, J.; Caravella, M.
  • How to win in an omnichannel world
    Bell, D.R.; Gallino, S.; Moreno, A.
  • Showrooms and information provision in omni-channel retail
    Bell, D.; Gallino, S.; Moreno, A.
  • Offline showrooms in omnichannel retail: demand and operational benefits
    Bell, D.R.; Gallino, S.; Moreno, A.
  • Goodbye Pareto principle , hello long Tail: the effect of search costs on the concentration of product sales
    Brynjolfsson, E.; Hu, Y.J.; Simester, D.
  • The future of retail operations
    Caro, F.; Gürhan Kök, A.; Martínez-De-Albéniz, V.
  • Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment
    Danaher, P.J.; Danaher, T.S.; Smith, M.S.; Loaiza-Maya, R.
  • Offline assortment optimization in the presence of an online channel
    Dzyabura, D.; Jagabathula, S.
  • Accounting for discrepancies between online and offline product evaluations
    Dzyabura, D.; Jagabathula, S.; Muller, E.
  • The value of rapid delivery in omnichannel retailing
    Fisher, M.L.; Gallino, S.; Xu, J.J.
  • Channel integration, sales dispersion, and inventory management
    Gallino, S.; Moreno, A.; Stamatopoulos, I.
  • Online and offline information for omnichannel retailing
    Gao, F.; Su, X.
  • Omnichannel retail operations with buy-online-and-pick-up-in-store
    Gao, F.; Su, X.
  • Omnichannel service operations with online and offline self-order technologies
    Gao, F.; Su, X.
  • Consumer pseudo-showrooming and omni-channel placement strategies
    Gu, Z.J.; Tayi, G.K.
  • Dynamic pricing of omnichannel inventories
    Harsha, P.; Subramanian, S.; Uichanco, J.
  • Integrating bricks with clicks: retailer-level and channel-level outcomes of online-offline channel integration
    Herhausen, D.; Binder, J.; Schoegel, M.; Herrmann, A.
  • Loyalty formation for different customer journey segments
    Herhausen, D.; Kleinlercher, K.; Verhoef, P.C.; Emrich, O.; Rudolph, T.
  • Chinese retail omnichannel development yearly report 2018
    JDFresh; Walmart JD; Tecent
  • Match your own price? Self-matching as a retailer's multichannel pricing strategy
    Kireyev, P.; Kumar, V.; Ofek, E.
  • Why do stores drive online sales? Evidence of underlying mechanisms from a multichannel retailer
    Kumar, A.; Mehra, A.; Kumar, S.
  • Customer engagement in service
    Kumar, V.; Rajan, B.; Gupta, S.; Pozza, I.D.
  • Modelling near-real-time order arrival demand in e-commerce context: a machine learning predictive methodology
    Leung, K.H.; Mo, D.Y.; Ho, G.T.S.; Wu, C.H.; Huang, G.Q.
  • App adoption: the effect on purchasing of customers who have used a mobile website previously
    Liu, H.; Lobschat, L.; Verhoef, P.C.; Zhao, H.
  • Information technology, cross-channel capabilities, and managerial actions: evidence from the apparel industry
    Luo, J.; Fan, M.; Zhang, H.
  • Complementarity and cannibalization of offline-to-online targeting: a field experiment on omnichannel commerce
    Luo, X.; Zhang, Y.; Zeng, F.; Qu, Z.
  • Microsoft Store announces new approach to retail
  • How to make the most of omnichannel retailing
    Nyquist, E.
  • Assessing the impact of drop-shipping fulfilment operations on the upstream supply chain
    Peinkofer, S.T.; Esper, T.L.; Smith, R.J.; Williams, B.D.
  • Assessing impacts of introducing ship-to-store service on sales and returns in omnichannel retailing: a data analytics study
    Serkan Akturk, M.; Ketzenberg, M.; Heim, G.R.
  • Impact of customers' digital banking adoption on hidden defection: a combined analytical–empirical approach
    Son, Y.; Kwon, H.E.; Tayi, G.K.; Oh, W.
  • Understanding usage-transfer behavior between nonsubstitutable technologies: evidence from instant messenger and portal
    Song, P.; Zhang, C.; Chen, W.; Huang, L.
  • The value of buy-online-and-pickup-in-store in omni-channel: evidence from customer usage data
    Song, P.; Wang, Q.; Liu, H.; Li, Q.
  • Physical stores in the digital age: how store closures affect consumer churn
    Soysal, G.; Zentner, A.; Zheng, Z.
  • Online relationship marketing
    Steinhoff, L.; Arli, D.; Weaven, S.; Kozlenkova, I.V.
  • Disentangling the impact of omnichannel integration services on consumer behavior in integrated sales channels
    Trenz, M.; Veit, D.J.; Tan, C.
  • Identifying omnichannel deal prone segments, their antecedents, and their consequences
    Valentini, S.; Neslin, S.A.; Montaguti, E.
  • From multi-channel retailing to omni-channel retailing. Introduction to the special issue on multi-channel retailing
    Verhoef, P.C.; Kannan, P.K.; Inman, J.J.
  • Why home Depot is spending an extra $5.4 billion on stores and E-commerce in next three years
    Wahb, P.
  • Consumer behavior in the omni-channel supply chain under social networking services
    Yan, B.; Chen, Y.R.; Zhou, X.T.; Fang, J.
  • Try it on! Contingency effects of virtual fitting rooms
    Yang, S.; Xiong, G.
  • Integration and consistency between web and mobile services
    Yang, S.; Wang, Y.; Wei, J.
  • Understanding online review helpfulness in omnichannel retailing
    Yang, S.; Zhou, Y.; Yao, J.; Chen, Y.; Wei, J.
  • The value of pop-up stores on retailing platforms: evidence from a field experiment with Alibaba
    Zhang, D.J.; Dai, H.; Dong, L.; Wu, Q.; Guo, L.; Liu, X.
  • When the bank comes to you: branch network and customer omnichannel banking behavior
    Zhou, M.; Geng, D.; Abhishek, V.; Li, B.