Omni-channel retailing in supply chains: a systematic literature review

Abstract

PurposeThe purpose of this paper is to conduct a structured literature review using advanced bibliometric tools to understand the existing knowledge base, understand the trends in omni-channel (OC) research and identify emerging research topics.Design/methodology/approachMore than 500 articles selected through a keyword combination search from reputed databases of peer-reviewed academic sources from period 2009–19 are analyzed for the purposes of this study. The study first presents an exploratory analysis to determine influential authors, sources and regions, among other key aspects. Second, several network analyses including co-citation and dynamic co-citation network analyses are conducted to identify themes. These allow identifying research clusters and emerging research topics algorithmically. Both centrality and modularity-based clustering are employed. A content analysis of the most influential groups within OC literature for each cluster is included.FindingsThe findings of this paper make unique contributions by using advanced tools from network analysis along with the standard bibliometric analysis tools to explore the current status of OC research, identify existing themes and the guidance for potential areas of future research interest in OC.Practical implicationsThis research provides a comprehensive view of the range of topics of importance that have been discussed in the literature of OC management. These research trends can serve as a quick guide to researchers and practitioners to improve decision making and also develop strategies.Originality/valueThe paper employs advanced tools for the first time to review the literature of OC retailing. The sophisticated tools include co-citation and dynamic co-citation network analysis.

Does online–offline channel integration matter for supply chain resilience? The moderating role of environmental uncertainty

“…Both online and offline channels are integral parts of supply chain management (Zhang et al, 2021b). The integration capability of information, transactions and services would therefore increase supply chain resilience due to their systematic functions in responding to customer demands (Raza and Govindaluri, 2021).…”

“…Firms with similar channel functions can track and intervene in transaction statuses and easily adjust the transaction process for their customers. Transaction integration, therefore, increases supply chain resilience through interoperability, as control over transaction activities across multiple channels ensures firms Online-offline channel integration will gain detailed information with which to take appropriate action to avoid potential disruption from unexpected events (Raza and Govindaluri, 2021). In addition, the complementary features of multiple channels enable supply chains to be rapidly redesigned in response to disruption.…”

Last mile delivery in logistics and supply chain management: a bibliometric analysis and future directions

“…Therefore, the customers' post-purchase experience is now as important as their pre-purchase experience (Deloitte, 2020b). In this regard, the favorability of the brand by customers is directly related to their positive experience (Raza and Govindaluri, 2021;Shipton et al, 2017). Companies that could provide customers with a great last mile delivery service would benefit significantly (Convey, 2018).…”

Getting the most from E-commerce in the context of omnichannel strategies

“…Despite the fact that e-commerce in the context of omnichannel strategies can generate a better customer experience and higher customer loyalty, data collection, increased sales and improved efficiency, there is the need to pay increasing attention to operations and logistics solutions suitable for supporting companies in this new scenario (Autry, 2021). As a matter of fact, e-commerce and the related omnichannel strategy that many firms are pursuing produce remarkable effects on SCM processes (Marchet et al, 2018;Raza & Govindaluri, 2021).…”