Consumer perspective of omnichannel commerce

Kaczorowska–Spychalska, Dominika

doi:10.1515/manment-2017-0007

Cited by 24 publications

(6 citation statements)

References 5 publications

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“…As up to 97% of users are involved in various purchasing activities through mobile devices, we argue that retail firms should optimise solutions for mobile usage, in line with arguments made by Kaczorowska-Spychalsk (2017). Smartphones allow consumers to find products and stores, compare prices, read reviews, check for availability and do many other things "on the go."…”

Section: Discussionmentioning

confidence: 55%

Dynamic capabilities in the realisation of omnichannel retailing

Solem

Fredriksen

Sørebø

2022

IJRDM

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PurposeOmnichannel retailing emphasises the interplay between channels to provide seamless customer experiences across shopping journeys but is challenging for retailers to implement. This research explores the necessary actions and dynamic capabilities needed of retailers to create, extend and modify the organisational resource base required for realising omnichannel retailing.Design/methodology/approachA qualitative exploratory design with in-depth interviews of Generation Z customers and retail firms was used to provide insights into the dynamic capabilities necessary for obtaining omnichannel retailing.FindingsThis research elaborates on the dynamic capabilities needed for omnichannel solutions related to (1) the underlying technology (i.e. develop an Enterprise Resource Planning (ERP) system and online store), (2) customer experience optimisation (i.e. develop product delivery, return routines, supply chain management, curated exhibitions, showrooms and pop-up stores), (3) internal and external collaboration (i.e. collaborate across business units, strengthening the core leadership team and collaborate and align with service ecosystem partners and (4) overall omnichannel functionality (i.e. establish a customer-oriented retail culture, and integrate marketing communication and customisation through data exploration).Originality/valueThis research enriches the retailing literature on omnichannel solutions and responds to the need for theoretical anchoring by applying the dynamic capability perspective to address actions useful for realising omnichannel retailing.

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Section: Discussionmentioning

confidence: 55%

Dynamic capabilities in the realisation of omnichannel retailing

Solem

Fredriksen

Sørebø

2022

IJRDM

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“…In this sense, e-commerce can benefit from IoT technologies to innovate and make the transaction process more flexible, convenient or even fun. This, in turn, enhances customer experience by, for example, using IoT technologies in omnichannel commerce to create a personalised, seamless shopping experience (Kaczorowska-Spychalska, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Integrating the Internet of Things Into E-Commerce

Picoto

Abreu

Martins

2023

International Journal of E-Business Research

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The emergence of the internet of things (IoT) is changing the behavior of people, companies, and their businesses. The IoT can enhance e-commerce by reducing the gaps between the virtual and physical worlds. Although the integration of the IoT into e-commerce has several positive effects, security concerns are greater in the IoT context than in traditional e-commerce settings. The proposed research model is based on the unified theory of acceptance and use of technology 2 (UTAUT2) along with trust, privacy, and confidential data concerns to explain the intention to use the IoT in e-commerce. The authors developed a questionnaire and received a total of 328 responses. The results show that among the IoT security factors, trust and privacy are significant determinants of the intention to use the IoT in e-commerce.

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“…To follow up on the aforementioned omni-channel studies, Kaczorowska-Spychalska [11] focused her attention on customer perspectives of the omni-channel strategy. She noticed that the omni-channel strategy allowed the customer to move from one channel to another freely all within a single transaction process and thus enhanced the customer shopping experience.…”

Section: Literature Reviewmentioning

confidence: 99%

Exploring Omni-Channels for Customer-Centric e-Tailing

Min

2021

Logistics

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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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Consumer perspective of omnichannel commerce

Cited by 24 publications

References 5 publications

Dynamic capabilities in the realisation of omnichannel retailing

Dynamic capabilities in the realisation of omnichannel retailing

Integrating the Internet of Things Into E-Commerce

Exploring Omni-Channels for Customer-Centric e-Tailing

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