Abstract:This paper investigates how the market gets segmented when an omnichannel retailer enters a market hitherto served by non-omnichannel retailers. The added value derived from the omnichannel flexibility is expected to draw more customers to an omnichannel retailer, luring them away from the incumbent non-omnichannel peers. However, the customers are expected to be heterogeneous in their valuation of the omnichannel flexibilities offered. Also, since acquiring omnichannel flexibility entails additional costs for… Show more
“…Omnichanneling is widely considered crucial for marketers to maintain and improve their profitability in an increasingly competitive and technology-driven business environment (e.g., Quach et al, 2022). But quite importantly, omnichanneling requires (a) making very large investments to integrate all business processes (Cui et al, 2021;Hajdas et al, 2022) and (b) taking non-negligible risks, such as channel cannibalization and rivalry with lowercost non-omnichannel competitors (Mladenow et al, 2018;Saha & Bhattacharya, 2020).…”
With the development of e-commerce and smartphones, consumers can use a variety of shopping modes (i.e., showrooming, webrooming, and completely offline/online shopping), each of which provides specific advantages in terms of price, assortment, service, etc. Using a great variety of these shopping modes can confer many benefits. However, previous studies have found evidence of sizable segments of consumers who typically avoid using a great variety of shopping modes. To understand the contrast in consumers’ variety of shopping modes, we propose a theoretical framework and measure the effect of the desired variety in the information-seeking and purchase processes. Results – from a representative sample of the Spanish consumers – confirm that the variety of shopping modes pivots on the extent to which e-commerce use, smartphone use, offline and online interactivity, and online device interchangeability differ. Better understanding the variety of shopping modes may help marketers adjust their channel strategies to the actual preferences of different consumer segments and assess the economic viability of an omnichannel approach.
“…Omnichanneling is widely considered crucial for marketers to maintain and improve their profitability in an increasingly competitive and technology-driven business environment (e.g., Quach et al, 2022). But quite importantly, omnichanneling requires (a) making very large investments to integrate all business processes (Cui et al, 2021;Hajdas et al, 2022) and (b) taking non-negligible risks, such as channel cannibalization and rivalry with lowercost non-omnichannel competitors (Mladenow et al, 2018;Saha & Bhattacharya, 2020).…”
With the development of e-commerce and smartphones, consumers can use a variety of shopping modes (i.e., showrooming, webrooming, and completely offline/online shopping), each of which provides specific advantages in terms of price, assortment, service, etc. Using a great variety of these shopping modes can confer many benefits. However, previous studies have found evidence of sizable segments of consumers who typically avoid using a great variety of shopping modes. To understand the contrast in consumers’ variety of shopping modes, we propose a theoretical framework and measure the effect of the desired variety in the information-seeking and purchase processes. Results – from a representative sample of the Spanish consumers – confirm that the variety of shopping modes pivots on the extent to which e-commerce use, smartphone use, offline and online interactivity, and online device interchangeability differ. Better understanding the variety of shopping modes may help marketers adjust their channel strategies to the actual preferences of different consumer segments and assess the economic viability of an omnichannel approach.
“…Omnichannel Consumers make a Purchases can be made using any combination of channels, such as physical stores, e-commerce, social media, websites and mobile apps. Critical customer segment creating from the development of omnichannel environment [20][21][22][23][24]. Consumers are more utilizing social media to explore, and learn about product knowledge.…”
This study aims to determine the effect of Information Quality and This article desire to examine the appliance of omnichannel technology as an IT innovation in the Indonesian retail industry. Omnichannel technology integrates all communication and process of purchase channels, providing customers with a seamless and consistent experience across online and offline platforms. This study focuses on the impact of omnichannel technology on retail activity in Indonesia. The article examines the challenges faced by the Indonesian retail industry in adopting omnichannel technology, such as the poverty of IT infrastructure and the need for a proficient personnel. Furthermore, the article measures the adoption rate and implements omnichannel technology using the UTAUT 2 model to increase competitiveness and meet changing consumer needs in the digital era. This research contributes to the literature on IT innovation in the retail industry and provides practical insights for practitioners and policymakers in Indonesia.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.