Relevant bibliographies by topics / Omni-channel Strategy

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Omni-channel Strategy'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Omni-channel Strategy"

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Min, Hokey. "Exploring Omni-Channels for Customer-Centric e-Tailing." Logistics 5, no. 2 (2021): 31. http://dx.doi.org/10.3390/logistics5020031.

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In this volatile post-COVID environment where customers look for ways to order products online using personal computers and mobile devices, a traditional sale/delivery of products via single distribution channel needs to be reassessed. As a revolutionary alternative to a conventional distribution channel, this paper proposes an omni-channel strategy. The omni-channel aims to maximize the customer shopping experience by diversifying and integrating the product purchase and delivery media through customer engagement. The omni-channel also facilitates the sales of products by allowing customers to seamlessly interact with retailers across the multiple channels such as websites, social media, brick-and-mortar stores, kiosks, call centers, and the like. Since the transformation of product sale, purchase, and delivery processes requires a new business mindset and innovative strategic initiatives, this paper sheds light on potential challenges and opportunities of implementing the omni-channel strategy, while identifying key success factors for the application of the omni-channel concept to e-tailing.
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Xi, Weidong. "Changes in marketing strategy structure based on smartphones." E3S Web of Conferences 251 (2021): 01019. http://dx.doi.org/10.1051/e3sconf/202125101019.

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With the spread of smartphones, customers have begun to make purchasing behaviors “anytime” and “anywhere”, creating a purchasing process in an omni-channel society. Toward an omni-channel society, production consumers are transforming into production promotion consumers, and marketing continues to transform into channel interactive real marketing in order to respond to that change. Channel interactive realtime marketing, which enables self-fulfillment of customers and enterprises, has reached the realm of marketing 4.0. Channel interactive real-time marketing maximizes the effectiveness of improving marketing ROI. Channel interactive real-time marketing implements seamless inter-channel cooperation, two-way communication, etc., which makes customer response more detailed, further improving the ROI for each channel and maximizing the return on investment of marketing.
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Verhoef, Peter C. "Omni-channel retailing: some reflections." Journal of Strategic Marketing 29, no. 7 (2021): 608–16. http://dx.doi.org/10.1080/0965254x.2021.1892163.

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Yumurtacı Hüseyinoğlu, Işık Özge, Metehan Feridun Sorkun, and Gülmüş Börühan. "Revealing the impact of operational logistics service quality on omni-channel capability." Asia Pacific Journal of Marketing and Logistics 30, no. 5 (2018): 1200–1221. http://dx.doi.org/10.1108/apjml-08-2017-0169.

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PurposeThis paper introduces the term “omni-channel capability” and tests its validity. The purpose of this paper is to investigate the impact of logistics service quality (LSQ) on omni-channel capability.Design/methodology/approachAn online survey was used to evaluate the new concept of “omni-channel capability” and LSQ from the consumer’s perception. A two split sample technique was used to validate omni-channel capability and test the impact of LSQ on it through structural equation modeling. Factor analysis and structural equation modeling were performed to introduce, test and validate omni-channel capability, and test the study’s hypotheses. Consumers who had previously shopped from both the online and physical stores of a particular retailer completed a self-administered survey.FindingsThe findings supported the use of the term “omni-channel capability,” which has three elements: channel consistency, cross-channel and social media. The results also revealed the positive impact of operational LSQ on omni-channel capability.Practical implicationsTaking consumer perceptions as a reference point, this study reveals major issues that retailers should focus on while pursuing an omni-channel strategy. The findings also highlight the need for retailers to ensure operational LSQ to implement an omni-channel management strategy.Originality/valueTo improve on the limited theoretical understanding and empirical grounding of omni-channel management, this study described the three elements of omni-channel capability. The impact of operational LSQ on omni-channel capability gives empirical support for the theorized hierarchy of dynamic capabilities (zero- and first-order capabilities).
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Mosquera, Ana, Cristina Olarte Pascual, and Emma Juaneda Ayensa. "Understanding the customer experience in the age of omni-channel shopping." Revista ICONO14 Revista científica de Comunicación y Tecnologías emergentes 15, no. 2 (2017): 92–114. http://dx.doi.org/10.7195/ri14.v15i2.1070.

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Omni-channel is one of the most important retail revolutions of recent years, impacting a variety of areas, such as marketing, retailing, communication or information systems. Omni-channel marketing refers to the brand strategy which integrate all channels available to create a seamless shopping experience that increase convenience and engagement during the customer journey. The aim of this study is to provide an overview of the state of the art of this phenomenon. Its main contributions are fourfold. First, it reduces the fuzziness of the term omni-channel, clearly demarcating the concepts of multi-, cross-, and omni-channel shopping. Second, it offers a consolidated overview of the current understanding of the omni-channel customer experience. Third, the proposed framework points to new lines of research related to omni-channel marketing. The theoretical and managerial implications of this hot topic are also discussed.
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Fairchild, Alea M. "What is the Role of Third Party Logistics (3PL) Partners in an Omni-Channel Strategy?" International Journal of Operations Research and Information Systems 7, no. 1 (2016): 22–32. http://dx.doi.org/10.4018/ijoris.2016010102.

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The logistical infrastructure of the supply chains of online and offline sales channels of suppliers have been historically often completely separate. In the growing mobile commerce market, customers interact with suppliers using multiple touch points in one overall stream of information and goods which is considered an omni-channel. For larger suppliers, this can be an intricate chain of either their own resources or global partners. For many smaller suppliers, this is a chain of third parties adding value to the core competency of the supplier. The selection of a logistics partner for a small and medium-sized enterprise (SME) is a substantial investment in both infrastructure and a trusted relationship. But do SME suppliers know what they are looking for in an omni-channel strategy, and why? This article examines what characteristics an SME looks for in a 3PL partner in an omni-channel strategy, and discusses how an omni-channel strategy can be developed for these players.
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Kanat, Seher. "Analysing Omni-Channel Strategies of the Turkish Clothing Sector." Fibres and Textiles in Eastern Europe 27, no. 5(137) (2019): 20–29. http://dx.doi.org/10.5604/01.3001.0013.2896.

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Nowadays, the gradually worsening working life and living conditions of Turkey are channeling consumers towards simple and pointless purchasing experiences. Therefore, the omni-channel strategy, which presents a continuous purchasing experience to consumers and provides full integration of different channels (physical store, online store, mobile application, social media etc.), appears to be a significant factor. At this point, it can be clearly and explicitly seen that the omni-channel strategy must be used during the transmission of clothing products, which are essential for living, to consumers. In this context, this study aims to analyse the omni-channel strategies of the Turkish clothing sector, which is a significant player of the global clothing market. In accordance with the aim of the research, omni-channel strategies of successful Turkish clothing enterprises, which possess their own brands and retail chains, are analysed. According to the results obtained, Turkish clothing enterprises have not been able to provide a full integration of their current channels at this time. However, they have actualised successful implementations with regard to channel integration and continue to work on this issue.
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Yu, Hueiju, Yu-Ting Chang, and Chih-Ying Chu. "A technology roadmap study on omni-channel library." Electronic Library 37, no. 5 (2019): 784–95. http://dx.doi.org/10.1108/el-02-2019-0054.

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Purpose The purpose of the paper is to: check both of the product and technical items and propose a technology classification framework with a roadmap for omni-channel library; draw the technical association diagram and maturation of the time of developing the omni-channel library; predict the trends of omni-channel library development architecture. Design/methodology/approach The method to carry out this study were secondary data analysis and experts’ interviews. The data were collected 80 cases of omni-channel and academic literature, then identified and drawn as a technology roadmap. Furthermore, smart technology experts and researchers were interviewed to not only examine and define the technical association diagram but also predict the market and technology maturation time and predict the trends of omni-channel library. Findings Owing to the continuous improvement of smart technologies, technology channels of delivering digital content have been changed. Content providers will confront numerous challenges in the future. There are several literature and practice findings in this paper. In addition to building a roadmap, technical association diagram and maturation time for omni-channel library, based on market integration and product value, this paper proposes an omni-channel library development architecture. Originality/value The results of this study can be used as practical applications in developing library channel integration strategy. In addition, this study provides insights into future studies in the field of digital content channel.
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Cortiñas, Monica, Raquel Chocarro, and Margarita Elorz. "Omni-channel users and omni-channel customers: a segmentation analysis using distribution services." Spanish Journal of Marketing - ESIC 23, no. 3 (2019): 415–36. http://dx.doi.org/10.1108/sjme-06-2019-0031.

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Purpose Consumers are increasingly combining distribution channels, thus displaying so-called omni-channel behavior, both to complete a given purchase and between purchases. The authors make a distinction between omni-channel customers, who make use of distribution services in both channels and omni-channel users, who make partial use of the distribution services of one channel to support purchases in another. This paper aims to identify the omni-channel behavior among the customers of a global fast fashion retailer dealing in a wide range of apparel and clothing accessories. Design/methodology/approach Using a multinomial logit model, the authors perform a customer segmentation based on observed omni-channel behavior, considering the explanatory roles of demographics, distribution service features and customer service policies across the different retail channels. Findings The authors observe that the key retail channel features for explaining omni-channel customer behavior are product accessibility, both in store and online; the assurance that goods purchased online will satisfy the customer’s needs and expectations; and the option to return goods found unsatisfactory. Practical implications The results clearly show that the nature of the visits and purchases made by customers is determined by various components of the companýs customer service policy, which can, therefore, be used to guide the retailer’s segmentation strategy. Originality/value Future lines of research should explore the economic implications of this customer segmentation. The price perception data emerging from our findings suggest a greater sensitivity to prices in the mono-channel segment, which might be worth exploring in future research. Future research Future lines of research should explore the economic implications of this customer segmentation. The price perception data emerging from our findings suggest a greater sensitivity to prices in the mono-channel segment which might be worth exploring in future research.
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Kim, SaeEun, and MunYoung Kim. "A Study on Omni-Channel Strategy in Fashion Industry." Journal of the Korean Society of Costume 67, no. 1 (2017): 40–55. http://dx.doi.org/10.7233/jksc.2017.67.1.040.

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Dissertations / Theses on the topic "Omni-channel Strategy"

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Bothorel, Grégoire. "The influence of brands’ omni-channel strategy on consumer’s behavior." Thesis, Paris 1, 2020. http://www.theses.fr/2020PA01E031.

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Cette thèse étudie la communication omni-canal et vise à comprendre les effets de l’activation d’un canal de communication supplémentaire auprès d’un client connecté. Trois essais complémentaires étudient respectivement (I) l’impact marginal d’un canal de communication supplémentaire, (II) l’orchestration des canaux de communication dans un parcours client connecté et (III) l’hétérogénéité des réponses d’un portefeuille de clients. Ces essais sont construits sur des designs expérimentaux à grande échelle qui combinent des canaux traditionnels, numériques et mobiles (email, SMS, courrier et bannières en RTB). L’influence d’un canal de communication sur le comportement d’achat du consommateur est mesurée de manière causale grâce à l’incrémentalité. L’incrémentalité permet de mesurer et d’isoler la contribution réelle de chaque canal à la réponse comportementale du consommateur dans son processus décisionnel. Ce travail doctoral montre que l’activation d’un canal supplémentaire génère un incrément significatif de conversions online et offline et permet par ailleurs de comprendre l’origine de cet incrément de conversions. Au-delà d’enrichir la compréhension des modèles de communication à l’ère des canaux numériques, mobiles et programmatiques, cette thèse met en lumière les impacts d’un canal sur les parcours clients et la forte hétérogénéité des réponses comportementales d’un portefeuille de clients. Elle identifie également les sources de synergie entre les canaux et démontre le rôle clé de l’orchestration omni-canal pour tirer profit du potentiel de certains clients<br>This thesis studies omni-channel communication and aims at understanding the effects of activating an additional communication channel towards a connected customer. Three complementary essays respectively study (I) the marginal impact of an additional communication channel, (II) the orchestration of communication channels in a connected customer journey and (III) the heterogeneity of responses across a customer portfolio. These essays are based on large-scale field experiments combining traditional, digital and mobile channels (email, SMS, mail and RTB display). The influence of a communication channel on consumer purchasing behavior is measured causally through incrementality. Incrementality makes it possible to measure and isolate the effective contribution of each channel to the consumer's behavioral response in his decision-making process. This doctoral work demonstrates that the activation of an additional channel generates a significant uplift of online and offline conversions and provides an understanding of the source of this uplift of conversions. Beyond deepening the comprehension of communication models in the era of digital, mobile and programmatic channels, this thesis highlights the impacts of a channel on customers' journeys and the strong heterogeneity of the behavioral responses of a customer portfolio. It also identifies the sources of synergy between channels and demonstrates the key role of omni-channel orchestration in leveraging the value potential of specific customers
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Patania, Fortunato. "The future of retailing: analysis of the context and development of the Omni-Channel strategy." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2018.

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Con la presente ricerca si pone in essere uno studio sulla dimensione del business del Retail, mediante un approccio teorico al quale sono stati correlati alcuni casi aziendali. Negli ultimi anni, l’evoluzione dello spettro di abitudini del consumatore, con la rapida diffusione delle tecnologie di rete, ha richiesto alle aziende di attuare approcci e strategie nuove ed integrate per il raggiungimento del successo aziendale. L’analisi dei segmenti di clientela ha dimostrato come l’avvento di Internet abbia inevitabilmente generato impatti sia sulla vita delle persone sia sul modo di fare impresa. Ciò ha creato delle opportunità, come ad esempio una maggiore visione globale del mercato, ma anche fenomeni quali lo ShowRooming e il WebRooming, che devono essere contrastati se incontrollati o altrimenti sfruttati. Oggi i clienti interagiscono con le aziende attraverso diversi punti di contatto su più canali e media. Questi cambiamenti richiedono alle aziende di integrare più funzioni per offrire esperienze positive ai clienti. Il Retail infatti, si è fisiologicamente evoluto negli anni passando dal classico negozio mono canale, fino ad un concetto più complesso che integra l' online e l'offline. Ciò porta le aziende a rivedere l’intera supply chain. L’analisi del business di Apple, Burberry e Morrisons/ Amazon ha permesso di studiare l’applicazione della strategia Omni-Channel nel rispettivo settore di competenza, approfondendo i vantaggi/ i problemi riscontrati. Infatti, seppur oggi non sia utilizzata da tutte le aziende a causa degli sforzi necessari per l’adottamento, la strategia Omni-Channel è ancora inevitabilmente destinata a prospettive di crescita capillare che porterà ad una evoluzione del concetto stesso di negozio verso una dimensione integrata di vendita al dettaglio. Infine, l’analisi dei trend di business di DHL e UKMail ha permesso di porre l’enfasi sui temi del fullfillment e del last mile delivery.
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Zabloudilová, Pavlína. "Analýza současného stavu a trendů v distribučních cestách na německém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-196529.

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The objective of this master's thesis is to analyse trends in distribution in the German market and evaluate their importance in the retail environment. The first chapter of the thesis deals with the issue of distribution from a theoretical perspective. Analysis of the German economy and retail environment serves as a basis for further elaboration of the thesis. In the German market is growing the importance of the e-commerce and there is a tendency of integration of distribution channels. The current situation and trends in distribution channels as well as the trends of the future are outlined on the basis of secondary data. The analysis is completed by qualitative research, which determines the potential use of current trends.
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Gondal, Mansoor Ahmed. "Central Warehousing and Omni channel logistics strategy : A case study of baby products provider and clothing retailer." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Centre of Logistics and Supply Chain Management (CeLS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48916.

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Background: Retailing industry has been growing all around the world tremendously. We will see a remarkable change and improvement in clothing and baby products retailing industries in Sweden. Previously, companies either try to sell through traditional brick and mortar physical stores or online. But since the last decade, to become successful company in new global world, companies realize the fact that they need to combine the strategy of selling through different channels. In plain words the integration of these channels is referred as an omni-channel. Combining the different selling strategies and offering through different mode of channels raises the need for enhanced performance management throughout the supply chain. Within supply chain, warehouse is a crucial element and due to shift in strategies it is the most affected section. An efficient warehouse design is become essential in order to get performance and cost-effective benefits. Purpose: The purpose of this study is to analyze the impacts of having omni channel strategy on warehouse management. How it affects the overall working of warehousing, and influence their planning, need for improvement, integration and optimization. Further, challenges that a central warehouse faces in accordance to meet new demands and needs, raised due to omni channel strategy e.g. buy anything from anywhere at any time, could be explored along with their possible solutions. Method: An exploratory study is conducted, with qualitative case study methodology. Primary data with semi-structured interviews were considered to be main data collection method. Conclusion: The author has founded challenges that central warehouse faces during its operational activities. Challenges that are identified in central warehouse operational activities with reference to omni channel logistics strategy are human errors, additional work, large and mix pallets, barcoding, ERP and WMS low level integrated systems, unsuitable warehouse design, incompatible picking gears, ineffective automated packing machine and shipping. But these problems can be solved by having optimal integrated ERP system, RFID technology, new improved information technology, improved warehouse layout design and using advanced picking gears.
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Axelson, Linnéa. "Clicks and Bricks in a Symbiosis : A qualitative study about the value of the physical store in a digital era." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23658.

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Background and Problem DiscussionA paradigm shift in retail is evident due to the increase of customers purchasing productsonline, where digitalization has created a concern regarding the existence of the physical storein today’s digitalized society. On the other hand, e-commerce has been seen as an opportunityfor retail stores to use as a strategy where physical and digital work together in a symbiosisfor creating unified messages and experiences for the consumers across channels. However,this creates a challenge for finding the right combination, where physical stores require otherdemands today because of e-commerce.Purpose and Research QuestionsThe purpose of this study is to investigate the value of the physical store in today’s digitalizedsociety from a company perspective. In order to answer the purpose, the following researchquestions have been formulated focusing on the Swedish fashion industry:• What role does the physical store have in today’s digitalized society?• How do fashion brands value the physical store?Research MethodologyIn this study, a qualitative method was conducted with a hermeneutic approach, utilizingsemi-structured interviews with key people at three traditional and three online-based fashionbrands, which are MarQet, H&amp;M, Gina Tricot, Ellos, Jollyroom and Nelly.com.ConclusionThe physical store increases in value when working in a symbiosis with the online store. If thephysical and digital commerce are coordinated and run parallel with each other, together theycan produce greater value than individually. Traditional and online-based fashion companiesfind value in the physical store in attracting more customers, strengthening the brand,providing a holistic experience with personal service, events and added services. The storecan provide that little extra to the customer also by integrating with the online store in order tomove seamlessly across channels. The physical store is required in today’s digitalized societyin a symbiosis with the online store to create value for both customers and brands. This studycan in the long-term contribute to knowledge for fashion brands to understand and use thephysical store in the best way possible to create customer value.
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Seedat, Suhail. "Understanding how utilisation of mobile applications as part of an omni-channel strategy can lead to value creation for traditional brick-and-mortar retailers in South Africa." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/64924.

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This study seeks to understand how mobile applications can act as a value creating tool for traditional brick and mortar retailers. In South Africa, as throughout the world, the impact of mobile technology has had a tremendous impact on the way that businesses operate. Within a retail environment, the rise of online retailers has become increasingly relevant and the increase in the number of international brands who use mobile applications entering the South African retail market have increased. Brick-and-mortar retailers have now adopted an omni-channel strategy to combat this threat. Additionally as the mobile phone remains the primary basis for internet access in South Africa, smartphone adoption rates and mobile application usage are predicted to rise significantly within the next few years. Retailers need to understand how the use of mobile applications could benefit their business. A qualitative research methodology was used. Executives with vast experience in the retail industry, and who operated within retailers that catered to a wide income spectrum were questioned through the use of semi-structured interviews The results of this qualitative research showed that information sharing and transactional efficiencies could be achieved through the utilisation of mobile applications by retailers. These could be realised through the ability of the applications to enable data collection and analysis of consumer behavioural patterns and needs. Additionally the research conducted found that through the collection and sharing of information from and with consumers through the mobile application, retailers were able to become more customer-centric. This would allow retailers to become more informed and sensitised to the needs of the consumers and would assist in forging a more enlightened customer relationship management program. In summary, the findings of this research confirmed the ability of mobile applications, used as part of an omni-channel strategy within the retail environment, to create value for the retailer and co-create value between retailer and consumer through the use of the mobile applications to assist in information sharing between retailer and consumer resulting in a more customer-centric approach and enable transactional efficiencies to be achieved for both retailer and consumer.<br>Mini Dissertation (MBA)--University of Pretoria, 2017.<br>lt2018<br>Gordon Institute of Business Science (GIBS)<br>MBA<br>Unrestricted
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Chu, Chih-Ying, and 朱芷瑩. "Technology Strategy for Multi-channel and Omni-channel─Product and Technology Classification Framework." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/z336fr.

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碩士<br>國立臺灣科技大學<br>資訊管理系<br>104<br>In recent years, while omni-channel marketing concept has been developed for multi-channel channels, little is known about how to design and create integrated omni-channels. This study attempts to propose a product-technology classification framework for omni-channel marketing. By gathering literature review and eighty global application cases as secondary data, this study sums up the proposed framework into two nodes in market level (horizontal and vertical integration), four nodes in application level (function, service, experience, and transformation), and seven nodes in technology level (recognition, positioning, recommendation, payment, gamification, platform, and big data). The results of this study can be used as practical applications in developing omni-channel marketing strategy. In addition, this study also provides insights into future studies in the field of digital marketing.
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Pai, Huei-Lan, and 白慧蘭. "A Study on Impacts of Omni-Channel Strategy on IT Retailers." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/9355he.

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碩士<br>國立中山大學<br>高階經營碩士班<br>103<br>&;lt;Research Issue&;gt; The popularity of Internet has greatly changed our life style, including our purchasing behavior, the way how we buy product has went beyond the limitation of time and space. The choices for consumers has become numerous, and consumer also became pickier. At the moment, carrying with the reputation of 100% e-commercial and six hours arriving transportation, PChome has become the champion of PC retailing in Taiwan. Traditional Brick &; Mortal are trying to integrate the virtual and physical channels. However, e-commerce is not only to put products on the Internet, but also to precisely get ready for the MIS logistic and the business proposition, and it also means much of investment. In Taiwan, IT retailing channels are hold by S&;M enterprises, how to apply their capital and maintain sustainable operation are the biggest issue they have to face. &;lt;Research Design&;gt; This research use two approaches to proceed. The first approach is using questionnaire to investigate consumers’ behavior. The questionnaire can help us to get the primary data of Taiwanese consumers’ purchase experiences in IT retailing channels and consumers’ expectation to dealers. The second approach is taking 良興電子, the most successful company in connecting mobile internet and IT retailing, as an example to proceed qualitative case study. To understand how this enterprise influence the integration of virtual and physical strategy, and the sustainable operation, we will interview and collect the public data. By doing so, we can bring up a specific mobile internet shopping strategy that is suitable for IT retailing channels in Taiwan to develop. &;lt;Achievement and Contribution&;gt; The achievement of this research is to analyze the questionnaire and the case, and bring up specific proposals, which is suitable for IT retailing channels in Taiwan to develop strategies of global retailing channels. We hope we can give some suggestions to expand the strategies about the physical and virtual integration.
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Hsieh, Fang-Ying, and 謝芳盈. "A Study of Factors Influencing the Development of Omni-Channel Retailing E-Commerce Strategy." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/41615419876819133188.

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碩士<br>銘傳大學<br>企業管理學系碩士在職專班<br>105<br>Though the development of omni-channel can provide better service quality and customer experience for physical store retailers, there is still limited studies pertaining to whether these retailers have relevant know-how or sufficient budget, what barriers they will face and how to overcome, and what kind of support Y online platform, a well-known e-commerce solution provider, can supply. Therefore, the objectives of this study are to provide concerete understandings and research insights for the above research questions through case study and personal interviews both for practitioners and academic scholars. Through several times of interviews with experienced brand managers of three well-known global and domestic companies, we found that (1) physical store retailers increasingly set their focuses from offline to online, however, due to higher development costs for the construction of omni-channel infrastructure or limited scale in Taiwan, most of they choose to cooperate with online e-commerce solution provider to achieve their omni-channel strategies, and (2) Y online platform should decide its own positioning for these physical store retailers and what service value it should provide, and in most of times, Y online platform might treat itself as a “supporter” or a “consultant” in order to gain close cooperation with these retailers. Lastly, this study also suggests several insightful solutions not only for physical store retailers but Y online platform as well, and research limitations and future research directions are also adderessed for omni-channel strategy innovation.
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Hrastovec, Dino. "Sportswear industry: impacting consumer behavior and demand by implementing the right omni-channel retail strategy." Master's thesis, 2018. http://hdl.handle.net/10362/38764.

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The purpose of this paper is to examine the differences in consumer behaviour and preferences for sportswear brands among millennials living in Europe. Many scholars believe that the industry leaders should meet consumers’ demand by transforming their online and offline retail channels to provide seamless shopping experiences. After an in-depth literature review, the research used a quantitative analysis and included conducting a questionnaire with 192 participants aged between 18 and 34. The main findings are clear – even in Europe, consumers’ characteristics and habits differ between Western and Eastern countries. However, despite the technology advancements, over half of all respondents still shop in physical retail stores. Consumers want to learn about new products and make purchases both on online webstores and in physical storefronts
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Books on the topic "Omni-channel Strategy"

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Stern, Louis W., Robert W. Palmatier, Eugene Sivadas, and Adel I. El-Ansary. Marketing Channel Strategy: An Omni-Channel Approach. Taylor & Francis Group, 2019.

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Stern, Louis W., Robert W. Palmatier, Eugene Sivadas, and Adel I. El-Ansary. Marketing Channel Strategy: An Omni-Channel Approach. Taylor & Francis Group, 2019.

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Stern, Louis W., Robert W. Palmatier, Eugene Sivadas, and Adel I. El-Ansary. Marketing Channel Strategy: An Omni-Channel Approach. Taylor & Francis Group, 2019.

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Stern, Louis W., Robert W. Palmatier, Eugene Sivadas, and Adel I. El-Ansary. Marketing Channel Strategy: An Omni-Channel Approach. Taylor & Francis Group, 2019.

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Book chapters on the topic "Omni-channel Strategy"

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Abrudan, Ioana Nicoleta, Dan-Cristian Dabija, and David B. Grant. "Omni-Channel Retailing Strategy and Research Agenda." In Contributions to Management Science. Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-47380-8_12.

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Karine, Picot-Coupey, Huré Elodie, and Piveteau Lauren. "Moving Towards an Omni-Channel Strategy: Process and Challenges." In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26647-3_105.

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Christoforou, Tandy, and Yioula Melanthiou. "The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty." In Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-17523-8_11.

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Palmatier, Robert W., Eugene Sivadas, Louis W. Stern, and Adel I. El-Ansary. "Omni-Channel Strategy." In Marketing Channel Strategy. Routledge, 2019. http://dx.doi.org/10.4324/9780429291999-11.

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Palmatier, Robert W., Eugene Sivadas, Louis W. Stern, and Adel I. El-Ansary. "The Omni-Channel Ecosystem." In Marketing Channel Strategy. Routledge, 2019. http://dx.doi.org/10.4324/9780429291999-1.

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Myerson, Paul. "Omni-Channel Supply Chain Strategy: E-Commerce and Brick-and-Mortar Combined." In Omni-Channel Retail and the Supply Chain. Productivity Press, 2020. http://dx.doi.org/10.4324/9781003123415-13.

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Gultekin, Beyza, and Sabri Erdem. "Omni-Channel Strategy in the Framework of the Search Engines." In Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey. Emerald Publishing Limited, 2020. http://dx.doi.org/10.1108/978-1-80043-388-520201017.

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Sehgal, Vivek. "Supply Chain Strategy." In Optimization of Supply Chain Management in Contemporary Organizations. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8228-3.ch002.

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With global expansion and emerging business model complexities such as omni-channel for retail industry, corporations are under pressure to reinvent their supply chains. They fall into the old trap of following supply chain strategies of lean, agile, or postponement. These however are not strategies, but simply the goals of an effective supply chain: to reduce cost and variability, and optimize production. In contrast, a strategy should guide a corporation on how to reach these goals. The author argues that true supply chain strategy must be derived through an evaluation of capabilities to be built to realize the business goals of a corporation. To effectively create such a supply chain, corporations must further align their technology strategy to enable their supply chain capabilities. Only when the three, business, supply chain, and technology strategies, align can truly lean, responsive, and agile supply chains be enabled that create sustained competitive advantages.
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Piancatelli, Chiara, Marta Massi, and Deborah Carolina Raccagni. "Marketing Experiential Events Through New Media." In Handbook of Research on New Media Applications in Public Relations and Advertising. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-3201-0.ch008.

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This chapter reviews the event marketing literature to show how events play a crucial strategic role in the new mediascape. In the context of new media, events could be used to amplify a brand communication strategy at all event stages: before-during-after. In particular, this chapter explains how companies realize augmented and adaptive marketing experiences in omni-channel environments, thanks to the positive effect of digitalization. The chapter employs the Why-How-What framework and the Hero model to analyze a successful event case-study, the Ferragnez wedding, which has become a brand itself. The authors make the case for using events to communicate companies' value propositions within their sectors and to advertise their brands, products and services.
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Gupta, Amit. "Customer Service." In Advances in Logistics, Operations, and Management Science. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-9894-9.ch005.

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Customer Experience Management is a strategy that focuses the operations and processes of a business around the needs of the customers. Retailing is a huge industry (45% of the U.S. economy and the largest employer) that has consistently been an incubator for new business concepts. The retailing business, in today's world is focussed on the customer's buying experience. Focus on customer experience and understanding their needs can solve many retailers' chronic problems such as stock outs and markdowns. This chapter focusses on following major themes: assortment and inventory planning, markdown and store execution of retailer and their strategies for next couple of years. In today's Omni-channel world it's important for retailer to enhance customer experience, be it in brick and motor store or online.
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Conference papers on the topic "Omni-channel Strategy"

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Kemperman, Astrid, Marius Rob, and Aloys Borgers. "Product Availability Insight as an Omni Channel Strategy for Retailers." In 24th Annual European Real Estate Society Conference. European Real Estate Society, 2017. http://dx.doi.org/10.15396/eres2017_27.

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Borgers, Aloys, Astrid Kemperman, and Roel Vos. "Mobile Promotions as an Omni Channel Retail Strategy in Shopping Centers." In 24th Annual European Real Estate Society Conference. European Real Estate Society, 2017. http://dx.doi.org/10.15396/eres2017_26.

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Pan, Kewen, and Zisheng Nie. "Research on pricing strategy of omni-channel supply chain led by retailers." In 2020 International Conference on Urban Engineering and Management Science (ICUEMS). IEEE, 2020. http://dx.doi.org/10.1109/icuems50872.2020.00056.

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Jiang, Wen, and Zhen Li. "The Research on Competition Strategy of Traditional Retailers and Omni-channel Retailers In Internet Plus Era." In 2017 4th International Conference on Education, Management and Computing Technology (ICEMCT 2017). Atlantis Press, 2017. http://dx.doi.org/10.2991/icemct-17.2017.146.

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