Search for Articles:
Title / Keyword
Author / Affiliation / Email
Journal
Article Type
 
 
Advanced Search
 
Section
Special Issue
Volume
Issue
Number
Page
 
6.2
5.6
Journals
JTAER
Special Issues
Multi-Channel Retail and Its Applications in the Future of E-Commerce
share announcement

Multi-Channel Retail and Its Applications in the Future of E-Commerce

A special issue of Journal of Theoretical and Applied Electronic Commerce Research (ISSN 0718-1876). This special issue belongs to the section "Digital Marketing and the Connected Consumer".

Deadline for manuscript submissions: closed (30 October 2022) | Viewed by 59422

Special Issue Editors

Dr. Santiago Iglesias-Pradas

E-Mail Website
Guest Editor
Departamento de Ingeniería de Organización, Administración de Empresas y Estadística, ETSI de Telecomunicación, Universidad Politécnica de Madrid, 28040 Madrid, Spain
Interests: digital transformation; digital marketing; business and management; entrepreneurship; sustainable business models
Dr. Emiliano Acquila-Natale

E-Mail Website
Guest Editor
Departamento de Ingeniería de Organización, Administración de Empresas y Estadística, ETSI de Telecomunicación, Universidad Politécnica de Madrid, 28040 Madrid, Spain
Interests: omnichannel retailing; e-commerce; digital transformation; digital marketing

Special Issue Information

Dear Colleagues,

Here in the twenty-first century, technology has already changed forever the landscape of retailing by incorporating multiple communication and sales channels. Digital technologies have transformed consumers’ shopping behaviors and business operations. On the one hand, consumers now combine the different available channels anywhere and anytime during the shopping process, based on their needs and the context, and look forward to living enhanced shopping experiences. On the other hand, urged by consumers’ demands, retailers have been impelled to find new ways to manage their business to remain competitive and survive in the digital era, a process that has been accelerated by the COVID-19 pandemic outbreak.

Yet, simply replicating traditional business operation processes in the digital channels (web, mobile, social networks) is not enough. Truly embracing these digital channels requires an evolution to multichannel and omnichannel retailing business models, where physical and digital (phygital) channels are integrated and managed simultaneously. Retailers then face the challenge of finding the perfect balance between offering seamless, unique shopping experiences and efficiently managing their channel offering by allocating the necessary resources.

This Special Issue has a special focus on aspects relating to the digital transformation of retailing from a multichannel view. The objective of this Special Issue is therefore to advance the knowledge that shapes the future of multichannel retailing from the perspective of either consumers or retailers, or both, by understanding the changes in shoppers’ behaviors in multichannel and omnichannel retailing and organizational changes in retailers owing to integrated channel management.

We welcome conceptual and empirical original research on the following topics:

  • Consumer behavior in multichannel retailing
  • Customer experience in multi-channel retailing
  • Disruptive technologies in multichannel retailing
  • Management of multichannel retailing
  • Channel integration
  • Multichannel business models
  • Multichannel retailing of SMEs
  • Sustainability issues in multichannel retailing
  • Multichannel retailing marketing
  • The shift to omnichannel retailing
  • Challenges and trends in multichannel retailing

Dr. Santiago Iglesias-Pradas
Dr. Emiliano Acquila-Natale
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access quarterly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1000 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • multichannel retailing
  • omnichannel retailing
  • digital transformation
  • retail management
  • consumer behavior

Published Papers (12 papers)

Download All Papers
Order results
Result details
Show export options expand_more Show export options expand_less
Select all
Export citation of selected articles as:

Editorial

Jump to: Research, Review, Other

12 pages, 349 KiB  
Editorial
The Future of E-Commerce: Overview and Prospects of Multichannel and Omnichannel Retail
by Santiago Iglesias-Pradas and Emiliano Acquila-Natale
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 656-667; https://doi.org/10.3390/jtaer18010033 - 17 Mar 2023
Cited by 5 | Viewed by 8576
Abstract
Multichannel and omnichannel strategies have become a critical aspect of retailing. In this study, we present an overview of multichannel and omnichannel retail and discuss its applications in the future of retail. To do so, we explore the different areas of interest in [...] Read more.
Multichannel and omnichannel strategies have become a critical aspect of retailing. In this study, we present an overview of multichannel and omnichannel retail and discuss its applications in the future of retail. To do so, we explore the different areas of interest in multichannel and omnichannel retail highlighted in previous scholarly research, as a preliminary step to propose a comprehensive framework of themes that should be paid attention to for future advancements in the field. A total of 11 studies addressing the main theme of Multichannel Retail and Its Applications in the Future of E-Commerce illustrate this overview and the framework. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

Research

Jump to: Editorial, Review, Other

24 pages, 767 KiB  
Article
‘Stimuli Are All Around’—The Influence of Offline and Online Servicescapes in Customer Satisfaction and Repurchase Intention
by Artha Sejati Ananda, Hanny Hanny, Ángel Hernández-García and Prita Prasetya
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 524-547; https://doi.org/10.3390/jtaer18010027 - 10 Mar 2023
Cited by 4 | Viewed by 4208
Abstract
In the last decade, multichannel retailing has grown at a significant rate, especially in emerging markets such as Indonesia, where retailers have embraced multichannel marketing to heighten the customer shopping experience. Improved servicescape—the environment where services are provided and where interaction with customers [...] Read more.
In the last decade, multichannel retailing has grown at a significant rate, especially in emerging markets such as Indonesia, where retailers have embraced multichannel marketing to heighten the customer shopping experience. Improved servicescape—the environment where services are provided and where interaction with customers occurs—may help enhance the customer experience. While the role of servicescapes has been analyzed in online or offline contexts previously, this research adopts a multichannel view and pioneers the investigation of the interplay of offline and online (mobile app) servicescapes and their effect on customer satisfaction, as antecedents of repurchase intention, among three types of Indonesian retailers. The study analyzes data from N = 171 Indonesian multichannel customers who have shopped in physical stores and via the store’s mobile app. The results show that ambient conditions are the strongest predictor of perceived quality of offline servicescape, whereas store layout and functionality are the strongest predictor of perceived quality of online servicescape. Both online and physical perceived quality of servicescapes predict customer satisfaction, with the latter having a stronger effect on satisfaction. The study offers practical recommendations for retailers seeking to improve loyalty and customer retention. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

20 pages, 1379 KiB  
Article
How Does Anxiety Affect the Relationship between the Customer and the Omnichannel Systems?
by Bui Thanh Khoa and Tran Trong Huynh
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 130-149; https://doi.org/10.3390/jtaer18010007 - 09 Jan 2023
Cited by 9 | Viewed by 4309
Abstract
Omnichannel is not just a marketing, e-commerce, or customer support buzzword. This future customer engagement platform helps businesses communicate with customers through centralized channels on a smart interface. It is difficult to achieve customer loyalty when the risk in online transactions, which creates [...] Read more.
Omnichannel is not just a marketing, e-commerce, or customer support buzzword. This future customer engagement platform helps businesses communicate with customers through centralized channels on a smart interface. It is difficult to achieve customer loyalty when the risk in online transactions, which creates anxiety, exists in all transaction processes in an omnichannel system. Hence, the purpose of this research was to analyze the influence of anxiety on relationships when clients purchase from an omnichannel platform using the stimulus–organism–response (SOR) paradigm. To fulfill study aims, qualitative and quantitative research approaches were used. In-depth interviews and focus group discussions were used to acquire qualitative data, while survey responses from 485 participants were used to collect quantitative data. This study’s results revealed relationships between consumer psychology factors such as perceived mental benefits, hedonic value, and anxiety. Moreover, customer anxiety in omnichannel can be measured as a novel and exact concept in marketing science and have a moderating role in the effect of perceived mental benefits on electronic loyalty and perceived mental benefits on hedonic value in omnichannel systems. As a result, enterprises were also offered various managerial implications to develop their omnichannel system. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

22 pages, 2344 KiB  
Article
Location Optimization of Offline Physical Stores Based on MNL Model under BOPS Omnichannel
by Peng Wan, Jie Zhang, Yiwei Liu and Xiaoxuan Jiang
J. Theor. Appl. Electron. Commer. Res. 2022, 17(4), 1633-1654; https://doi.org/10.3390/jtaer17040083 - 01 Dec 2022
Cited by 3 | Viewed by 1984
Abstract
With the continuous upgrading of consumer demand and retail modes, more and more retailers are switching to an omnichannel retail mode. In order to study the location problem of offline physical stores of online retail enterprises that plan to implement the BOPS (Buy [...] Read more.
With the continuous upgrading of consumer demand and retail modes, more and more retailers are switching to an omnichannel retail mode. In order to study the location problem of offline physical stores of online retail enterprises that plan to implement the BOPS (Buy Online and Pickup in Store) omnichannel retail model, this paper considers consumers’ choice behavior under the omnichannel retail model; uses the MNL (Multinomial Logit) model to depict customers’ choice behavior between the online channel, BOPS channel, and offline physical channel; and constructs a location optimization model of offline physical stores with the goal of minimizing the enterprise’s cost. According to the characteristics of the model, an improved genetic algorithm was designed; the algorithm was improved on chromosome selection mode, crossover, and mutation rules. Finally, an example is calculated, and the physical store location scheme of a retail enterprise and the vehicle routing optimization scheme under the two-level distribution network are obtained, which verifies the effectiveness of the model and algorithm and provides a scientific reference for the physical store location decision of online retail enterprises planning to implement the BOPS omnichannel retail model. The impact of freight, return rate, and service level of physical stores on the location of offline physical stores is analyzed. The results show that in the process of expanding offline physical stores to implement the BOPS omnichannel retail model, online retail enterprises can reduce enterprise costs by improving the freight level and service level of the physical store. The higher the return rate of the online channel, the more necessary it is to expand offline physical stores, and the lower the enterprise cost. At the same time, management suggestions are put forward for the enterprise operation under the BOPS omnichannel retail mode. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

23 pages, 1041 KiB  
Article
Green Communication for More Package-Free Ecommerce Returns
by Yangchun Li, Francisco J. Martínez-López, Changyuan Feng and Yantai Chen
J. Theor. Appl. Electron. Commer. Res. 2022, 17(4), 1450-1472; https://doi.org/10.3390/jtaer17040073 - 04 Nov 2022
Cited by 4 | Viewed by 2676
Abstract
The existing packed mail-based return mode in ecommerce has a considerable negative impact on the natural environment. In contrast, a package-free return mode accepts unpacked ecommerce returns using return points in-store and is a more eco-friendly service. On the basis of the push–pull–mooring [...] Read more.
The existing packed mail-based return mode in ecommerce has a considerable negative impact on the natural environment. In contrast, a package-free return mode accepts unpacked ecommerce returns using return points in-store and is a more eco-friendly service. On the basis of the push–pull–mooring (PPM) framework, this study aims to identify key factors in green communication that contribute to consumers switching from mail return services to package-free return services. A scenario-based online survey was conducted. Structural equation modeling was used to test the hypotheses. Push factors (consumer dissatisfaction) and a mooring factor (mail return habit) only manifested weak effects on switching intention. Regarding pull factors (service convenience and green value), in contrast to previous research, the effect of green value on switching intention was found to be much weaker than the effect of service convenience. Convenience was found to be the key factor in green communication. Our research adds value to green communication and the PPM framework. It updates existing knowledge concerning the role of consumer dissatisfaction, perceived green value, and perceived convenience of return service in green communication. This study also explains why the mooring factor of habit fails to predict switching intention. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

26 pages, 3639 KiB  
Article
Multichannel Digital Marketing Optimizations through Big Data Analytics in the Tourism and Hospitality Industry
by Damianos P. Sakas, Dimitrios P. Reklitis, Marina C. Terzi and Costas Vassilakis
J. Theor. Appl. Electron. Commer. Res. 2022, 17(4), 1383-1408; https://doi.org/10.3390/jtaer17040070 - 24 Oct 2022
Cited by 10 | Viewed by 8673
Abstract
The tourism sector increasingly relies on technology to acquire new clients in a world overflowing with information. So, the main question that needs to be answered is:What digital marketing strategy should be adopted to attract customers and built digital brand name by incorporating [...] Read more.
The tourism sector increasingly relies on technology to acquire new clients in a world overflowing with information. So, the main question that needs to be answered is:What digital marketing strategy should be adopted to attract customers and built digital brand name by incorporating websites and social media big data? The authors of this research utilize web analytics and big data to build an innovative methodology in an effort to address this issue. After the data collection, statistical analysis was implemented, followed by a fuzzy cognitive map and an agent-based simulation model in order to illustrate the usage of social media and user experience in multichannel marketing. The findings suggest that, in contrast to the websites of other industries, such as logistics, where customers want to finish their inquiries as quickly as possible and leave the webpage, it is advantageous for tourism websites to keep customers’ attention moreon their website in order to increasevisibility. Additionally, the research further highlights the importance of personalization and user-engagement content to e-WOM, suggesting to tourism businesses to encourage posts made by customers and employees. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

19 pages, 1105 KiB  
Article
Execution of Omni-Channel Retailing Based on a Practical Order Fulfillment Policy
by Ke Wang, Yitian Li and Yulin Zhou
J. Theor. Appl. Electron. Commer. Res. 2022, 17(3), 1185-1203; https://doi.org/10.3390/jtaer17030060 - 30 Aug 2022
Cited by 3 | Viewed by 2456
Abstract
With the rapid development of the retail industry and its transition to omni-channel, a critical challenge that how to fulfill customer orders by choosing the proper channels arises for the retailers. In omni-channel retailing, customers can make a purchase online or offline, and [...] Read more.
With the rapid development of the retail industry and its transition to omni-channel, a critical challenge that how to fulfill customer orders by choosing the proper channels arises for the retailers. In omni-channel retailing, customers can make a purchase online or offline, and the online customers are offered the options of home delivery or collection at a specified store, delivering immediately or during an appointed time window, and accepting split delivery or not. For the effective execution of omni-channel retailing in such a circumstance, this paper proposes an intuitive order fulfillment policy, aiming to gain lower service cost and higher customer satisfaction, as a reference for the retailers’ operation management. Via experimental analyses under various service costs and demand forecasts, their influences on channel selection and the policy performance are illustrated. Furthermore, the comparison of the performances of the omni-channel with independent channels quantitatively reveals one crucial reason for the surge of omni-channel. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

17 pages, 1315 KiB  
Article
A Hybrid Metaheuristic for the Omnichannel Multiproduct Inventory Replenishment Problem
by Antonio Lorenzo-Espejo, Jesús Muñuzuri, José Guadix and Alejandro Escudero-Santana
J. Theor. Appl. Electron. Commer. Res. 2022, 17(2), 476-492; https://doi.org/10.3390/jtaer17020025 - 15 Apr 2022
Cited by 5 | Viewed by 2621
Abstract
In the current paradigm for the retail industry, which is experiencing a rapid evolution, especially in textile companies, the generic problem of product allocation in a distribution and supply chain consisting of one main warehouse and several locations, belonging to different sales channels, [...] Read more.
In the current paradigm for the retail industry, which is experiencing a rapid evolution, especially in textile companies, the generic problem of product allocation in a distribution and supply chain consisting of one main warehouse and several locations, belonging to different sales channels, is a challenge. The omnichannel replenishment process focuses on dynamically optimizing a shop or intermediate warehouse inventory for a wide range of products based on a forecast of sales, in order to fulfill the demand of all of the channels considered. In this context, the aims of this work were (a) to optimize inventory replenishment for multiple channels and products that are not perishable but devalue over time, and (b) to implement a methodology that combines the benefits of the Particle Swarm Optimization metaheuristic and Simulated Annealing. This study was carried out for different sales periods, channels and product configurations by performing a sensitivity analysis between the way new solutions are updated and the degree of intensification used in local search. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

19 pages, 1002 KiB  
Article
Do or Die? The Effects of COVID-19 on Channel Integration and Digital Transformation of Large Clothing and Apparel Retailers in Spain
by Emiliano Acquila-Natale, Julián Chaparro-Peláez, Laura Del-Río-Carazo and Carlos Cuenca-Enrique
J. Theor. Appl. Electron. Commer. Res. 2022, 17(2), 439-457; https://doi.org/10.3390/jtaer17020023 - 04 Apr 2022
Cited by 19 | Viewed by 6076
Abstract
COVID-19 has undeniably impacted the retail industry sectors; we are now witnessing the emergence of a large body of research on the effects of the pandemic in retailing. However, few of these studies provide a clear picture of this topic from prior to [...] Read more.
COVID-19 has undeniably impacted the retail industry sectors; we are now witnessing the emergence of a large body of research on the effects of the pandemic in retailing. However, few of these studies provide a clear picture of this topic from prior to and after COVID-19. This research sheds light on whether large retailers have adapted their channels by offering integrated and digital services amid the new conditions forced on them. This study assesses indicators of channel integration and digital transformation of all large clothing and apparel retailers in Spain—before and after COVID-19—and analyzes the differences by means of McNemar’s test and one-way repeated-measures ANOVA. The analysis suggests that large retailers were moderately prepared to provide multichannel and omnichannel services and that they focused on integrating quick and easy-to-implement services, such as omnichannel gift cards, or communicating via WhatsApp for customer care services. The study also identifies elements in which large clothing brands should prioritize on after the pandemic to effectively deploy omnichannel strategies. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

Review

Jump to: Editorial, Research, Other

18 pages, 4736 KiB  
Review
Multi-Channel and Omni-Channel Retailing in the Scientific Literature: A Text Mining Approach
by Claudiu Cicea, Corina Marinescu and Cristian Silviu Banacu
J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 19-36; https://doi.org/10.3390/jtaer18010002 - 21 Dec 2022
Cited by 6 | Viewed by 4491
Abstract
Electronic commerce appeared as a new way of managing businesses in the digital era. However, it has also been accelerated by the recent pandemic situation. Retailers had to find new strategies of reaching customers in the online environment. Thus, concepts such as multi-channel [...] Read more.
Electronic commerce appeared as a new way of managing businesses in the digital era. However, it has also been accelerated by the recent pandemic situation. Retailers had to find new strategies of reaching customers in the online environment. Thus, concepts such as multi-channel and omni-channel retailing have gained the attention of both retailers and researchers in this field. This paper aims at using a text-mining approach in order to reveal the researchers focus on this theme in a period that also precedes and covers the COVID-19 pandemic. The research methodology follows five steps that are necessary in order to obtain a relevant collection of documents that will further provide the content to be analyzed. These steps refer to: (1) Creating the database of documents for analysis purposes; (2) identifying geographic areas for separating the collection’s documents; (3) framing a thematic dictionary of descriptors; (4) exploring the text using text mining approach; and (5) correspondence analysis. The discussion of the main findings is constructed starting with the geographic and the temporal distribution of documents and the design of a thematic dictionary of descriptors. Then, exploring the content of the documents provides information on the frequency of descriptors and reveals clusters of descriptors along with a link analysis. All of them are presented separately on geographic regions. Finally, the correspondence analysis of descriptors versus years provides the proximity maps and reveals the preferred topics and less approached themes. Among the main findings, one can highlight: (1) The greatest contributor in terms of documents related to the theme of interest is the United States; (2) a higher number of connections (and stronger) among descriptors for America as compared to the other two regions; (3) some categories of descriptors are specific to a particular year, which means that there are different themes under the researchers lens depending on the period; (4) the most frequently used descriptors are included in the following categories from the dictionary: Online retail environment and Consumer behavior, regardless of the region. In the end of this paper, research limitations and guidelines for future research are elaborated. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

15 pages, 1146 KiB  
Review
Improving E-Commerce Distribution through Last-Mile Logistics with Multiple Possibilities of Deliveries Based on Time and Location
by Alejandro Escudero-Santana, Jesús Muñuzuri, Antonio Lorenzo-Espejo and María-Luisa Muñoz-Díaz
J. Theor. Appl. Electron. Commer. Res. 2022, 17(2), 507-521; https://doi.org/10.3390/jtaer17020027 - 15 Apr 2022
Cited by 13 | Viewed by 5442
Abstract
The rapid rise of electronic commerce has entailed an increase in logistic complexity, with last-mile logistics being the most critical element in deliveries. Since users prefer goods to be delivered at home, one of the biggest challenges faced by e-commerce is to reduce [...] Read more.
The rapid rise of electronic commerce has entailed an increase in logistic complexity, with last-mile logistics being the most critical element in deliveries. Since users prefer goods to be delivered at home, one of the biggest challenges faced by e-commerce is to reduce the number of incidents that occur in the delivery of goods to the homes of customers. In many cases, these deliveries cannot take place because recipients are not at the agreed delivery point, leading to a decrease in the quality of service and an increase in distribution costs. Furthermore, sometimes the delivery policies are not in tune with the customers’ expectations. This work presents a new perspective of the last-mile logistics in the context of multichannel retail, asking customers to provide several delivery locations (at home, at work, at a familiar home, in a shop, in a locker, etc.) associated with different time windows. In addition, the customer could state their preferences about these locations. This work formulates the problem and develops different approaches to solve it. A benchmark is proposed to analyze the performance and limitations. The results reveal that a distribution policy with several locations can improve the efficiency of electronic commerce by reducing delivery costs. The findings of this study have several implications for distribution companies. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

Other

15 pages, 677 KiB  
Systematic Review
The Effects of Omni-Channel Retailing on Promotional Strategy
by Dana Schrotenboer, Efthymios Constantinides, Carolina Herrando and Sjoerd de Vries
J. Theor. Appl. Electron. Commer. Res. 2022, 17(2), 360-374; https://doi.org/10.3390/jtaer17020019 - 24 Mar 2022
Cited by 9 | Viewed by 4726
Abstract
The objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing needs of customers and ultimately provide the [...] Read more.
The objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing needs of customers and ultimately provide the customer with a seamless experience. This research is based on a critical systematic literature review of articles related to the topics of ‘omni-channel retailing’ and ‘promotional strategy’. The analysis made evident that most literature is focused on developing an understanding of omni-channel retailing; uncovering consumer behaviours in omni-channel retailing; and ways to adapt promotional strategies related to merchandising, sales promotion, selling, and word of mouth. Past research is quite fractured and does not represent a holistic picture of the implications of omni-channel retailing for promotional strategy. The analysis provided in this paper provides a general guideline for researchers and practitioners concerning promotional strategies that can be adopted in omni-channel retailing. Full article
(This article belongs to the Special Issue Multi-Channel Retail and Its Applications in the Future of E-Commerce)
►▼ Show Figures

Figure 1

Show export options expand_more Show export options expand_less
Select all
Export citation of selected articles as:
 
Displaying articles 1-12
Back to TopTop