Search Results (73)

Due to the advent of digitalization, the retail business has seen major changes in recent decades, including e-commerce and multichannel retailing. Customers have witnessed the development of new and digitized channels, as well as solutions such as digital marketplaces, social media touchpoints, and augmented reality applications. During the COVID-19 pandemic, as most of the physical brick-and-mortar retailers were forced to close, more consumers turned to digital channels such as apps, websites, social media platforms, etc. Small retail businesses, which account for a sizable share of the retail industry, have also faced challenge of seamless retailing in the era of digitization. This concept of seamless retailing is called omnichannel retailing, and it aims to integrate all the retail channels and touchpoints. The goal for small retailers is to make the transformation to omnichannel. The purpose of this study is to investigate how small retail businesses are changing their business models in the age of omnichannel transformation. Through a qualitative study of small retailers, this research provides empirical insights on business model changes and adaptive skills. The findings show that small businesses can implement complex changes in their business models through adaptive behaviors. This study also identifies areas in their business models and adaptive capabilities that require additional consideration and improvement to support the ongoing omnichannel transformation. Full article

A variant of the vehicle routing problem (VRP) known as the Vehicle Routing Problem in Omnichannel Retailing Distribution Systems (VRPO) has recently been introduced in the literature, driven by the increasing adoption of omnichannel logistics in practice. The VRPO scenario involves a large retailer managing several stores, a depot, and a homogenous fleet of vehicles to meet the demands of both stores and online customers. This variant falls within the class of VRPs that consider precedence constraints. Although the vehicle routing problem in omnichannel retailing distribution (VRPO) has been addressed using a few heuristic and metaheuristic approaches, the use of Simulated Annealing (SA) remains largely unexplored in the pickup and delivery problem (PDP) literature, both before and after the rise of omnichannel logistics. This article introduces the Efficient Simulated Annealing (ESA) algorithm, demonstrating its suitability in generating new benchmark solutions for the VRPO. In experiments with sixty large instances, ESA significantly outperformed two previous algorithms, discovering new best-known solutions (BKSs) in fifty-nine out of sixty cases. Additionally, ESA demonstrated superior efficiency in 68.3% of the test cases in terms of reduced computational times, showcasing its higher effectiveness in handling complex VRPO instances. Full article

Omni-channel retailing is a novel form that combines online, offline, and mobile channels to provide consumers with a seamless shopping experience. Nevertheless, the implementation of omni-channel retailing necessitates effective logistics support. Hence, the quality of logistics services is critical for omni-channel retailing services. This research aims to investigate logistics service quality (LSQ) and its impact on consumer satisfaction by combining the decomposed SERVQUAL framework, Kano model and hierarchical regression analysis. A total of 460 valid responses were obtained. Building upon the SERVQUAL framework, this study presents a comprehensive framework for evaluating omni-channel retail logistics service quality. Using the Kano model, 11 logistics service quality attributes were categorised into three categories: must-be, one-dimensional, and attractive, based on their respective impact on satisfaction. The results of the hierarchical regression analysis confirm that the attributes belonging to the must-be category exert the most significant influence on satisfaction. The findings add to theoretical studies of omni-channel retailing LSQ and provide insights for omni-channel retailers and logistics service providers. Full article

This study explores the context of buy-online-and-return-in-store (BORS) policy from an environmental perspective and conducts a comprehensive analysis through the theory of planned behavior (TPB). Adding environmental awareness and awareness of consequences provides a new perspective on how sustainable practices can be enhanced through an omni-channel retail strategy. Survey responses from 405 participants were analyzed using structural equation modeling. Results show that attitudes, subjective norms, and perceived behavioral control are key determinants of practical BORS policy. The study found that environmental awareness significantly influenced BORS adoption directly and indirectly by enhancing perceived behavioral control, whereas consequence awareness primarily affected adoption by shaping consumer attitudes. Compared with consumers who choose to return online, consumers who prefer in-store returns show higher environmental awareness, highlighting the environmental advantages of BORS. In addition, the BORS policy improves overall shopping satisfaction by integrating the convenient process of online purchases and offline returns, allowing consumers to switch freely between different channels. These findings provide valuable insights for retailers and policymakers seeking to promote sustainable consumer behavior to effectively promote the importance of sustainable retail practices. Full article

This study explores a supply chain product-inventory problem with advance sales under the omni-channel strategies (physical and online sales channels) based on the brand owner’s business model and develops corresponding models that have not been proposed in previous studies. In addition, because the brand owner is a member of the supply chain, and has different handling methods for defective products or products returned by customers in various retail channels, defective products or returned products are included in the supply chain models to comply with actual operating conditions and fill the research gap in the handling of defective/returned products. Regarding the mathematical model’s development, we first clarify the definition of model parameters and relevant data collection, and then establish the production-inventory models with omni-channel strategies and advance sales. The primary objective is to determine the optimal production, delivery, and replenishment decisions of the manufacturer, physical agent, and online e-commerce company in order to maximize the joint total profits of the entire supply chain system. Further, this study takes the supply chain system of mobile game steering wheel products as an example, uses data consistent with the actual situation to demonstrate the optimal solutions of the models, and conducts sensitivity analysis for the proposed model. The findings reveal that increased demand shortens the replenishment cycle and raises order quantity and shipment frequency in the physical channel, similar to the online channel during normal sales. However, during the online pre-order period, higher demand reduces order quantity and cycle length but still increases shipment frequency. Rising ordering or fixed shipping costs lead to higher order quantity and cycle length in both channels, but variable shipping costs in the online channel reduce them. Market price increases boost order quantity and frequency in the online channel, while customer return rates significantly impact inventory decisions. Full article

The rapid advancement of digital technology has blurred the line between online and brick-and-mortar stores, leading to the proliferation of omnichannel retailing. Two widely adopted strategies are Buy Online and Pick Up in Store (BOPS) and Ship from Store (SFS). This study examines a supply chain where a manufacturer sells national brand products through an e-commerce platform (e-platform) that also offers its own brand products. We analyze the optimal omnichannel strategies for both the e-platform and the manufacturer, considering scenarios of cooperation and brand competition, across four strategy combinations. Our findings highlight that the profits of both the e-platform and manufacturer are primarily influenced by the commission rate, product category valuation and competition intensity. The commission rate plays a pivotal role in shaping the e-platform’s strategy: a low rate leads to direct competition with the manufacturer, while a high rate prioritizes the manufacturer’s products. When the spillover profit is less than the net difference between the customer’s additional benefits and the firm’s additional costs for SFS compared to BOPS, and the commission rate is high, an equilibrium is achieved. Sensitivity analyses reveal that as the product differentiation decrease, the manufacturer’s profits decline, while the e-platform’s profits rise with an increasing commission rate. Full article

This study focuses on the effect of multichannel marketing communication in retail pharmacies to establish customer satisfaction in a world experiencing the digitalization of health sectors. The objective of the study is to understand customer acquisition and retention practices, the role of online and offline integrated communication, and the extent of customer preference for various marketing communication channels. As part of the study, the quantitative analysis of the publications included in the review was made using articles and reports published from 2014 to 2024. The review was conducted on the aspects of marketing using multiple channels in retail pharmacy and the healthcare-associated fields. The studies identified that comprehensive communication channel enhancement policies positively affect the generation of revenues, reduction in costs, and information delivery schedules in pharmaceuticals. Depending on the channel, consumers’ needs and wants differ, and there is success in personalizing and presenting reasonably logical thoughts to people. Synchronicity of online and offline communication effectively increases the customers’ power, trust, and satisfaction. E-marketing has always been significant in enhancing customers’ touch points, which is why digital transformation is vital. This study further supports the fact that multichannel marketing is mandatory for the success of a retail pharmacy in the prevalent, highly competitive environment. The implementation also presupposes knowledge of consumer differences, the synergy of online and offline contacts, the emphasis on personalization, and fast adaptation to the changing technological environment, but often within the framework of severe legislation. Full article

The present study aimed to estimate the influence of the modern lifestyle, known also as the Westernized lifestyle, on the eating and food shopping behavior of omnichannel retail consumers in Athens. To collect the required data, this study constructed a questionnaire, which was answered by 130 adults, aged 25–40, who lived in Athens and were omnichannel retail consumers. It was found that the Greek diet has begun to adopt Western characteristics, presenting an increase in the consumption of fast and convenience food. However, the population has not moved dramatically away from the Mediterranean diet, which constitutes their traditional food model. As for Greek shopping behavior, this study indicated the factors that affected consumers when purchasing food products. The findings may help food managers to understand food consumers’ behavior and improve their strategies so as to better meet the needs of Greek individuals. Full article

India’s retail industry has grown and seen significant progress over the past few years. However, after the COVID-19 pandemic, there has been a move towards e-commerce convenience, which has changed how people shop, and retailers still need to adapt. The current practices of traditional retail are more retailer-centric and limited to in-store shopping, causing dissatisfaction among customers. Current issues include the absence of personalized suggestions, difficulties related to in-store buying such as product trials, overwhelming product options, limited community involvement, geographical limitations, and other issues. This study addresses retail customers’ challenges and highlights the need for a design intervention to enhance the overall retail shopping experience. This study aims to propose an innovative omnichannel retail solution that can be tailored to specific locations and users’ needs, leading to overall customer satisfaction. Modern technologies like artificial intelligence (AI) and augmented reality (AR) have a huge role in the proposed solution. The proposed AR Retail solution can potentially affect millions of people, including customers, retailers, influencers, and industry experts. As a result, this will help businesses make more revenue and serve customers by enhancing their retail shopping experiences. Full article

China’s retail industry has vigorously developed an omni-channel retail strategy in the last few years. However, quantitative research on this development remains relatively scarce. This article addresses this by building a theoretical model of the relationships between internal supply chain integration, external supply chain integration and financial performance in omni-channel retailing and then verifies it by using a structural equation model to analyze 356 omni-channel retailers. The results show that in the case of omni-channel retailers, the supply chain’s internal information integration has a significant positive impact on its external information integration and that the supply chain’s internal process and internal organization integration significantly positively impact its external process and external organization integration. And it also shows the supply chain’s external information integration and external organization integration positively impact omni-channel retailers’ financial performance. However, the supply chain’s external process integration is not found to have the same effect on financial performance. This study addresses a theoretical gap in the research on the impact of supply chain integration on firm performance in omni-channel retailing. In addition, it provides suggestions about how omni-channel strategies can be effectively implemented in China’s retail industry. Full article

This article aims to highlight the influencing factors on omni-channel consumer attitudes towards virtual shopping channels, providing the literature with a new conceptual model that studies the use of technology by omni-channel consumers. The research hypotheses were established based on the literature review, and a conceptual model was defined. Quantitative research was carried out on an emerging market through the survey technique to verify the relations between the investigated concepts. In total, 307 responses from Millennials and Generation Z members were analyzed using structural equations modeling in SmartPLS. The results show that both channel and consumer characteristics, alongside their media contexts, influence the attitude and willingness to access and use retail channels. To keep up with constantly changing consumer needs, companies are advised to continually analyze the target market and implement any necessary measures. The paper expands the studies investigating the behavior of technology users, enhancing the UTAUT2 model-based literature. Full article

Although channel consistency and seamlessness have been regarded as two critical factors in conducting omnichannel business, their combined effect has yet to be revealed. By employing a polynomial regression, this study disentangles the combined effect of channel consistency and seamlessness on customer experience in the omnichannel context. The results indicate that enhancing channel consistency and seamlessness simultaneously can improve the omnichannel customer experience. The combined effect of a high (low) level of channel consistency and a low (high) level of channel seamlessness on the omnichannel customer experience is also positive. Data vulnerability can strengthen the combined effect of channel consistency and seamlessness on customer experience in the omnichannel context. This study not only uncovers the complex influences of different combinations of channel consistency and seamlessness but also provides new insights into conducting omnichannel retail for practitioners. Full article

With tremendous technological advancements, traditional retailing has progressively been transformed into an omnichannel retail environment. While making an appeal to the behavioral reasoning theory, this paper explicates consumers’ (hedonic and utilitarian) value expectations and behavioral reasoning patterns as key antecedents of the maturing of their webrooming intentions in omnichannel environments. Performing PLS-based structural equation modeling on survey data obtained from 470 consumers, it has been found that both the (perceived) value and behavioral reasoning patterns of the consumers exhibit significant direct and indirect effects on building favorable attitudes toward webrooming that eventually lead to the culmination of pro-webrooming intentions. Besides expanding our understanding of the phenomena of interest, this study offers useful insights to marketers/retailers on how to boost pro-webrooming attitudes, intentions, and behaviors by ensuring a superior alignment with (utilitarian and hedonic) value perceptions and pro- and counter-webrooming reasoning patterns of the consumers. Full article

With retailers increasingly adopting the omnichannel retailing model as a core strategy in their daily operations, this study investigates the impact of random demand on the omnichannel supply chain that employs a combination of the online channel, retail channel, and buy online and pick up in store (BOPS) channel, in light of the more stochastic market after the occurrence of COVID-19. To enhance the sustainable profitability of the omnichannel supply chain, this study considers price and lead time dependent demand with both known and unknown distributions, and establishes mathematical models to maximize profit under centralized situations. The study analyzes the variations in demand with lead time in the three channels and examines the effects of price and lead time on profit. Additionally, it investigates the interactions between price and lead time. Through numerical examples, the study illustrates the effects of the mean and variance of random demand on decision variables and examines the influence of potential demand and the sensitivity of lead time. Overall, this analysis provides valuable insights into the impact of demand randomness on the profitability of an omnichannel supply chain, highlighting the importance of considering price and lead time in the decision-making process. Full article

The latest craze of new retailing has required the traditional jewelry industry to cope with it head-on. The aims of this article are to discover how the jewelry retail companies can innovate and evolve in the current wave of new retailing and understand how they use relevant technologies in their omni-channel operations. The selected methodology is a qualitative explanatory multi-case study. Four types of enterprises of the jewelry retail sector were selected. We find that there are four corporate innovation types in the jewelry retail sector, including: price-driven, service-driven, technology-driven, and demand-driven models. Case enterprises have established their own innovation approaches with regard to the adoption of omni-channel technology. This study advocated that different types of enterprise have different channel resources and assets, so they should set up customized omni-channel strategies in accordance with the advantages of their resources and the needs of target customers. Full article