Challenges, Opportunities, and Lessons Learned: Sustainability in Brazilian Omnichannel Retail

Sousa, Paulo Renato de; Barbosa, Marcelo Werneck; Oliveira, Leise Kelli de; Resende, Pedro Damas; Rodrigues, Ricardo Ruiz; Moura, Myrian Teixeira; Matoso, Daniel

doi:10.3390/su13020666

Cited by 17 publications

(13 citation statements)

References 63 publications

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“…Channel integration is one of the key success factors of omni-channel retailing implementation. For retailers being able to effectively apply the omni-channel strategy, they should integrate all channels seamlessly, and the integration needs to be implemented at all levels of logistics and marketing, and even internal business operations [57][58][59][60]. When online and offline channels are successfully integrated, businesses are able to maxmize the benefits of each channel, reduce cannibalization, and promote synergy, and as a result, businesses would reach better performance [61,62].…”

Section: Stimulus: Channel Integrationmentioning

confidence: 99%

How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers

Chen

Chi

2021

Sustainability

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In recent years, fashion brands and retailers have been advancing rapidly to provide U.S. consumers more seamless omni-channel shopping experiences. The pandemic has further accelerated the growth of omni-channel shopping. This study aimed to explore the effects of channel integration in six aspects (i.e., promotion, product and price, transaction information, information access, order fulfillment, and customer service) on the U.S. consumers’ intentions to use three omni-channel shopping methods: buy online pick-up in-store (BOPI), buy online curbside pickup (BOCP), and buy in-store home delivery (BIHD). We proposed a mediation model to test the effects through consumer perceived values (hedonic value, utilitarian value), perceived risk, and perceived behavioral control. Furthermore, this study explored the moderating effect of perceived COVID-19 vulnerability on the relationships between consumers’ internal evaluations of channel integration and their shopping method selection intentions. A total of 516 eligible responses were gathered through a survey of U.S. consumers. Multiple regressions were applied to test the hypotheses. Six types of channel integration showed significant effects on the U.S. consumers’ internal evaluations, which in turn influence their intentions to use certain types of omni-channel shopping methods. Overall, the proposed model exhibits a satisfactory explanatory power.

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Section: Stimulus: Channel Integrationmentioning

confidence: 99%

How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers

Chen

Chi

2021

Sustainability

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“…In recent years, many researches have drooled over the augmented market value aligned with the implication of omnichannel integration [42]. It vanished the distinction between offline and online customer touch points where customers can easily transfer their shopping between devices [43]. Omnichannel retailing takes a wider perspective on creating synchronization and integration across channels to optimize customer experience with overall functional proficiency [44].…”

Section: Omnichannel Integrationmentioning

confidence: 99%

Factors Effecting Omnichannel Customer Experience: Evidence from Fashion Retail

Riaz

Baig

Meidutė‐Kavaliauskienė

et al. 2021

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This research work was designed to investigate the changing dynamics of the retail landscape driven by omnichannel retailing, and to determine the effects on the omnichannel customer’s experience. The role of omnichannel customer behavior in the relation between omnichannel retailing and customer experience was assessed through a survey of 265 omnichannel customers of different fashion retail brands in Pakistan. The results of partial least squares structural equation modeling (PLS-SEM) showed a strong mediating effect of omnichannel customer behavior in channeling the drivers of omnichannel retailing towards an enhanced customer experience. Omnichannel retailing helps to enhance the customer experience via determinants of omnichannel integration, order fulfilment, usability and seamlessness. The research findings underpin the positive significant effect of all factors of omnichannel retailing on the customer experience. Among the four omnichannel retailing constructs, seamlessness emerged as a major direct and indirect contributor, followed by omnichannel integration and usability dimensions. Notwithstanding the small sample size, this research contributes to the omnichannel retailing landscape of Pakistan’s fashion retail industry by suggesting a functional approach for creating a fully integrated shopping experience and omnichannel strategies for fashion brands. Furthermore, it will also provide brands an opportunity to strengthen their customers’ experience throughout the buying channel.

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“…Table 2 displays the selected studies and the principal outcomes delivered from these studies in relation to the implementation of omnichannel interaction. 1 , 2 , 4 , 9 , 10 , 11 , 12 , 13 , 15 , 17 , 20 , 21 , 22 , 23 , 24 , 26 , 27 , 28 , 29 , 32 , 34 , 35 , 36 , 37 , 38 , 44 , 49 , 50 A succinct explanation of the correlation between these outlined outcomes and the omnichannel interaction strategy is also presented.…”

Section: Resultsmentioning

confidence: 99%

“…The essential characteristics of the selected studies are outlined in Table 1 . 1 , 3 , 4 , 5 , 7 , 8 , 9 , 10 , 11 , 12 , 13 , 14 , 15 , 16 , 17 , 19 , 20 , 21 , 22 , 23 , 24 , 25 , 26 , 27 , 28 , 29 , 30 , 31 , 32 , 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 , 42 , 43 , 44 , 45 , 46 , 47 , 48 , 49…”

Section: Resultsmentioning

confidence: 99%