Channel design to enrich customers’ shopping experiences: synchronizing clicks with bricks in an omni-channel perspective - the Direct Optic case

Abstract

Purpose The purpose of this research is two-fold: (1) to investigate the challenges e-tailers are confronted with when synchronizing clicks with bricks into an omni-channel perspective and (2) to shed light on the possible ways to overcome these challenges in order to successfully implement an omni-channel strategy. Design/methodology/approach To answer our research questions, we draw on an in-depth longitudinal case study conducted within the French on-line eyewear retailer Direct Optic from January 2013 to March 2015. From an ethnographic perspective, we document the evolution of the retailing company’s decisions and processes as they moved towards defining and implementing an omni-channel strategy. Research was carried out using primary (1500+ hours of participant observation and 118 interviews) and secondary data sources. A conceptualizing content analysis was conducted both manually and with NVivo software. Findings First, our results show that the challenges faced in shifting to omni-channel strategy are so numerous and so engaging that, de facto, it is impossible to evolve directly from a multi-channel, siloed strategy to an omni-channel strategy without any transition. Second, throughout this transformative process, our result show that the challenges faced by the company evolved gradually in terms of scope and priority, and can be categorized into two main categories: the strategy-related challenges (organizational, cultural, managerial, marketing and resources) which were the highest priority in the first stage and the development-related challenges (retailing mix, information systems and CRM) which became the highest priority during the second stage. Research limitations/implications We emphasize the importance of carefully orchestrating how strategy-related and development-related challenges are addressed as, for retailers engaged in going omni-channel, this involves a complete transformation of their configuration. Originality/value Our study contributes to channel management and retailing research by (1) deepening the conceptualization of multi-, cross- and omni-channel retailing, (2) exploring the nature, importance and sequence of the strategy-related challenges and development-related challenges when shifting to an omni-channel strategy, and (3) providing insights into how successfully navigating the transformative process to be omni-channel requires investigating different possible solutions, and further testing and re-testing them, before deploying the appropriate ones. Up to our knowledge, it is one of the first studies to empirically investigate the challenges of an e-tailer when moving towards an omni-channel strategy.

Measuring customers benefits of click and collect

“…Networks tend to develop the synergies of e-shopping and Internet grocery pickup service. As mentionned by Picot-Coupey et al (2016) to "synchronize clicks and bricks" leads to new challenges for retailers, especially regarding customer relationship management. The introduction of this new channel -multiplying contacts between the retailers and the customer -disrupts the buying habits of shoppers.…”

Perceived Consumer Value of Omni-Channel Service Attributes in Japan and Korea

“…Ubiquitous access to the Internet allows consumers to be able to consistently, interchangeably and simultaneously use a growing number of offline, online and mobile channels and touchpoints when shopping (Verheof et al, 2015). Consumers nowadays use various channels and touchpoints synergistically and expect retailers to be able to provide seamless, consistent and personalized service in which they also have enriched brand experience (Picot Coupey et al, 2016). Rapid change in consumer expectation and their behavior is coupled with greater complexity of the retail management which is driven by the digitalized retail format and integration of various channels.…”

The Digital Transformation of the Retail Electricity Market in Spain

“…In this study, the assessment of customer touchpoints covers the three most relevant and prominent channels at the present time: physical store, online store/portal and phone. Channel consistency is related to whether companies provide customers with a cohesive view of their brand image, the information available and their product offering, prices, and promotions across the different channels [41,57,58]. Omnichannel retailers should seek to have a coherent image, display homogeneous information about products and offer the same products at similar or same prices in the different channels they operate [54,58,59].…”

“…Channel consistency is related to whether companies provide customers with a cohesive view of their brand image, the information available and their product offering, prices, and promotions across the different channels [41,57,58]. Omnichannel retailers should seek to have a coherent image, display homogeneous information about products and offer the same products at similar or same prices in the different channels they operate [54,58,59]. Integrated promotion involves cross-promotion from one channel to other channels, allowing and even encouraging consumers to use any channel at their convenience [41,54,58,59].…”

“…Omnichannel retailers should seek to have a coherent image, display homogeneous information about products and offer the same products at similar or same prices in the different channels they operate [54,58,59]. Integrated promotion involves cross-promotion from one channel to other channels, allowing and even encouraging consumers to use any channel at their convenience [41,54,58,59]. Integrated promotion takes full advantage of the omnichannel store as a platform to entice consumers into using alternative channels [43,60,61], increase the reach of promotional actions and campaigns and reduce consumers' perception of risk in channels with which they have no previous experience [62,63].…”