Omni-channel retailing research – state of the art and intellectual foundation

Abstract

Purpose The purpose of this paper is twofold: to identify, evaluate and structure the research that focusses on omni-channel retailing from the perspective of logistics and supply chain management; and to reveal the intellectual foundation of omni-channel retailing research. Design/methodology/approach The paper applies a multi-method approach by conducting a content-analysis-based literature review of 70 academic papers. Based on the reference lists of these papers, the authors performed a citation and co-citation analysis based on the 34 most frequently cited papers. This analysis included multidimensional scaling, a cluster analysis and factor analysis. Findings The study reveals the limited consideration of logistics and supply chain management literature in the foundation of the omni-channel retailing research. Further, the authors see a dominance of empirical research as compared to conceptual and analytical research. Overall, there is a focus on the Western retail context in this research field. The intellectual foundation is embedded in the marketing discipline and can be characterised as lacking a robust theoretical foundation. Originality/value The contribution of this research is identifying, evaluating and structuring the literature of omni-channel research and providing an overview of the state of the art of this research area considering its interdisciplinary nature. This paper thus supports researchers looking to holistically comprehend, prioritise and use the underpinning literature central to the phenomena of omni-channel retailing. For practitioners and academics alike, the findings can trigger and support future research and an evolving understanding of omni-channel retailing.

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

“…omnichannel (Silva et al., 2020), technology adoption (Savastano et al., 2019), augmented reality (Perannagari & Chakrabarti, 2019) and consumer behaviour (Kazancoglu and Aydin (2018). Similarly, IJPDLM published a set of supply chain‐ and logistics‐related articles on omnichannel retailing through its special issues (Galipoglu et al., 2018; Larke et al., 2018; Marchet et al., 2018; Melacini et al., 2018; Wollenburg et al., 2018b) as well as regular publications (Buldeo Rai et al., 2019b; Kembro et al., 2018; Murfield et al., 2017; Song et al, 2019b). Interestingly, out of the 10 literature reviews published to date, 4 appeared in IJPDLM focusing on logistics customer service (Daugherty et al., 2019), logistics and supply chain (Galipoglu et al., 2018), warehouse operations and design (Kembro et al., 2018), E‐fulfilment and distribution (Melacini et al., 2018).…”

“…In order to address this limitation, in the current paper, we discuss key findings of omnichannel studies from the consumers’ perspective, enabling this study to serve as a foundational work to inform and guide future studies concentrating on the consumer behavioural aspects of omnichannel retailing. Finally, previous review papers focused their attention primarily on operations management and operations research journals (Daugherty et al., 2019; Galipoglu et al., 2018; Kembro et al., 2018). We address this gap by incorporating a wider range of relevant journals that explore topics related to omnichannel retailing, including Journal of Retailing & Consumer Services, International Journal of Retail & Distribution Management, International Journal of Physical Distribution & Logistics Management, Decision Support System, Journal of Retailing & Consumer Services, Journal of Research in Interactive Marketing, International Journal of Consumer Studies.…”

Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail

“…In the presence of multiple and integrated channels, understanding the determinants of customers' channel choice behavior is a complex issue that is subject to intense research (Galipoglu et al 2018;Steven et al 2018;Neslin et al 2006). Research finds that marketing efforts, channel attributes, social effects, channel integration, situational factors, and individual differences among customers, such as previous channel experience, determine customers' channel choice (Melero et al 2016;Neslin et al 2006).…”

Multichannel Strategy in Perspective: The Consumer Experience at the Heart of Marketing Policy

“…The priority for companies is now to develop an overall vision of the different consumer touchpoints in order to offer him/her a seamless experience that eliminates any dissonance. One of the most serious mistakes would be to pursue a "compartmentalized" management of the different channels, both physical and Internet, since integrated management makes it possible to profitably use the various touchpoints according to the purchasing situations (Salle et al, 2015;Galipoglu et al, 2017). From this point of view, Vanheems' (2015) vision seems particularly relevant: the simultaneous mobilization of touchpoints makes it easier for consumers to switch between touchpoints, and the objective is to understand what is experienced with each touchpoint in order to improve their collective organization.…”