Do or Die? The Effects of COVID-19 on Channel Integration and Digital Transformation of Large Clothing and Apparel Retailers in Spain
<p>Data analysis and hypotheses testing procedures.</p> "> Figure 2
<p>Comparison of global channel integration levels across large clothing and apparel retailers: (<b>a</b>) Before COVID-19 (t<sub>0</sub>). (<b>b</b>) After COVID-19 (t<sub>1</sub>).</p> "> Figure 3
<p>Channel services—integrated and digital services implemented before (t<sub>0</sub>) and after (t<sub>1</sub>) COVID-19.</p> "> Figure 4
<p>Changes in the implementation and use of Twitter.</p> "> Figure 5
<p>Changes in the implementation and use of Pinterest.</p> ">
Abstract
:1. Introduction
2. Background
2.1. The Digital Transformation of Retail and Channel Integration
2.1.1. Digital Transformation of Retail
2.1.2. Channel Integration and Omnichannel Commerce
2.2. Pandemics, COVID-19, and Consumer Behavior
2.3. COVID-19 and Retailing
3. Materials and Methods
3.1. Sample
- Development of an initial list of candidate brands from the ranks of Spanish companies, by revenue, from the eInforma database [57], filtered by sector (code 4771, “Retailing of clothing and apparel in specialized stores”), as well as revenue (more than EUR 3 million). This first search returned 210 (t0) and 222 results (t1), respectively.
- Data purge: after manual inspection of each brand, two independent coders identified brands that met the criteria for exclusion (retailers that only sold shoes, accessories, sportswear, specialized children’s clothing, and luxury clothing and apparel). The list after removal of records included 78 (t0) and 106 (t1) brands, respectively.
3.2. Measurement Instrument
3.3. Data Collection Procedure
3.4. Analysis Technique
4. Results
5. Discussion
5.1. Large Clothing and Apparel Retailers and the COVID-19 Pandemic
5.2. Channel Integration and Digital Transformation of Clothing and Apparel Retail in Spain
5.3. Implications for Practice
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A
Appendix A.1. Channel Integration
Dimension | Description | Indicators |
---|---|---|
1. Customer touchpoints | Channels available for company–consumer interaction | 1.1. Physical store |
1.2 Web store | ||
1.3. Mobile app | ||
2. Channel consistency | Consistency of brand image, products, and prices across channels | 2.1. Uniform branding |
2.2. Synchronized price and promotions | ||
2.3. Synchronized products | ||
3. Integrated promotion | Existence or absence of cross-channel promotion | 3.1. On–off promotion |
3.2. Off–on promotion | ||
4. Integrated access to information | Consistent access to data and information across channels | 4.1. Integrated stock |
4.2. Product scanning | ||
4.3. Interactive kiosks | ||
4.4. Electronic devices | ||
4.5. Free Wi-Fi | ||
4.6. Transfer shopping cart | ||
4.7. Order tracking | ||
4.8. Integrated loyalty programs | ||
4.9. Shopping history | ||
5. Integrated fulfilment | Synchronized outbound logistics processes across channels (e.g., delivery and return options) | 5.1. Buy Online, Pick-up In Store (BOPIS) |
5.2. Buy Online, Return In Store (BORIS) | ||
5.3. Shop offline and home delivery | ||
5.4. Reserve online and pay offline | ||
5.5. Gift cards | ||
6. Integrated customer service | Integrated communication channels during purchasing process | 6.1. Telephone |
6.2. E-mail | ||
6.3. Chat | ||
6.4. Social networks | ||
6.5. WhatsApp |
Appendix A.2. Digital Services
Dimension | Indicators |
---|---|
D.1. Digital transformation | D1.1. D-Mobile app |
D1.2. Web page | |
D1.3. E-mail | |
D1.4. Chat | |
D1.5. Facebook | |
D1.6. Twitter | |
D1.7. Instagram | |
D1.8. YouTube | |
D1.9. Pinterest | |
D1.10. WhatsApp | |
D1.11. Customer data management | |
D1.12. Online billing |
Appendix A.3. Evolution of Social Network Use in Spain
Social Network | 2015 | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 |
---|---|---|---|---|---|---|---|
33.0% | 44.0% | 71.0% | 69.0% | 82.0% | 79.0% | 79.2% | |
17.0% | 24.0% | 44.0% | 39.0% | 49.0% | 53.0% | 52.6% | |
10.0% | 15.0% | 37.0% | 40.0% | 54.0% | 65.0% | 69.0% | |
7.0% | 9.0% | 23.0% | 22.0% | 28.0% | 35.0% | 33.7% | |
YouTube | 74.0% | 73.0% | 89.0% | 89.0% | 89.3% | ||
42.0% | 45.0% | 65.0% | 73.0% | 87.0% | 86.0% | 89.5% |
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Pre-COVID (t0) | Post-COVID (t1) | |
---|---|---|
Yes | No | |
Yes | 69 | 9 |
No | 37 | 0 |
Pre-COVID (t0) | Post-COVID (t1) | |
---|---|---|
Multichannel | Single-Channel | |
Multichannel | 51 | 0 |
Single-channel | 0 | 6 |
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Acquila-Natale, E.; Chaparro-Peláez, J.; Del-Río-Carazo, L.; Cuenca-Enrique, C. Do or Die? The Effects of COVID-19 on Channel Integration and Digital Transformation of Large Clothing and Apparel Retailers in Spain. J. Theor. Appl. Electron. Commer. Res. 2022, 17, 439-457. https://doi.org/10.3390/jtaer17020023
Acquila-Natale E, Chaparro-Peláez J, Del-Río-Carazo L, Cuenca-Enrique C. Do or Die? The Effects of COVID-19 on Channel Integration and Digital Transformation of Large Clothing and Apparel Retailers in Spain. Journal of Theoretical and Applied Electronic Commerce Research. 2022; 17(2):439-457. https://doi.org/10.3390/jtaer17020023
Chicago/Turabian StyleAcquila-Natale, Emiliano, Julián Chaparro-Peláez, Laura Del-Río-Carazo, and Carlos Cuenca-Enrique. 2022. "Do or Die? The Effects of COVID-19 on Channel Integration and Digital Transformation of Large Clothing and Apparel Retailers in Spain" Journal of Theoretical and Applied Electronic Commerce Research 17, no. 2: 439-457. https://doi.org/10.3390/jtaer17020023
APA StyleAcquila-Natale, E., Chaparro-Peláez, J., Del-Río-Carazo, L., & Cuenca-Enrique, C. (2022). Do or Die? The Effects of COVID-19 on Channel Integration and Digital Transformation of Large Clothing and Apparel Retailers in Spain. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 439-457. https://doi.org/10.3390/jtaer17020023