Omni-Channel Retailing Strategy and Research Agenda

Abrudan, Ioana Nicoleta; Dabija, Dan-Cristian; Grant, David

doi:10.1007/978-3-030-47380-8_12

Cited by 9 publications

(9 citation statements)

References 43 publications

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“…Firms' tendency to integrate offline and online channels to provide a seamless customer experience finds its roots in continuous technological development (Levy et al, 2013;Brynjolfsson et al, 2013), the rapid changes related to consumer purchasing habits (Yurova et al, 2016) and the benefits that omnichannel offers in terms of sales growth (Ishfaq et al, 2016), brand loyalty, and customer satisfaction (Chen et al, 2018). The literature has deeply detailed the possible advantages and potential applications of omnichannel (Brynjolfsson et al, 2013;Grewal et al, 2017;Abrudan et al, 2020). Through successful cases and evidence (e.g.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Blockchain, logistics and omnichannel for last mile and performance

Naclerio

Giovanni

2022

IJLM

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PurposeThis research investigates the effects that blockchain exerts on omnichannel solutions and logistics strategies with the aim of solving the last mile issues and improving performance.Design/methodology/approachResearch hypotheses are developed according to the literature review and the related gaps. Then, the hypotheses are tested using structural equation modelling and adopting a partial least squares – path modelling technique on a dataset composed of 157 firms.FindingsBlockchain technology alone is not an effective driver in solving last mile issues and improving performance. Rather, it exerts a positive contribution to both omnichannel and logistics. However, omnichannel is not effective in managing last mile problems and increasing performance without the support of other practices. Firms need to implement a strong logistics system to manage the last mile and get high performance, which can be then reinforced through blockchain and omnichannel solutions.Originality/valueThis research investigates the novel wave of research on blockchain and its impact on logistics management and omnichannel. It combines these ingredients to address the issues of last mile and improve the economic performance. The research provides an empirical verification of a new research stream that currently lacks empirical support.

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Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Blockchain, logistics and omnichannel for last mile and performance

Naclerio

Giovanni

2022

IJLM

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“…They can then choose which channel to bet on, which can become more sustainable for them (Stojković et al, 2016). Retailers using an omnichannel strategy, on the other hand, control customer data to offer their customers a better experience, namely guiding purchases through all channels (Abrudan, Dabija & Grant, 2020), which allows constant, uninterrupted experience with a broader choice of products. The grocery retail companies using the omnichannel strategy allow customers to run a shopping list for several days, order the items, give feedback on the purchase and items, receive promotions, and even save the shopping list for later reorders and for sharing it among friends and family (Savisaari, 2016).…”

Section: Choosing Between Multichannel and Omnichannelmentioning

confidence: 99%

Omnichannel Shopping Experience: An Exploratory Study on a Generation Z Sample

Matos¹,

Durão²,

Magano³

2022

P&I

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The increasing adoption of new technologies, such as mobile and smart equipment and social networks, and the increasing deployment of technological solutions in stores create new opportunities and challenges for retailers. As the separation between online and physical channels faints, the omni-channel approach is gaining ground, seeking to deliver a seamless customer experience regardless of the channel. Considering the integration of channels, the impact of mobile technologies, the importance of social media, the changing role of physical stores and the need to respond to new consumer requirements, this article explores the omnichannel phenomenon with a focus in the new generation of digital natives, Generation Z, suggesting questions for further research and opportunities for formulating marketing strategies suited to ongoing developments.

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“…Meanwhile, these platforms own a mass of audiences (Ashander et al 2019), and have various sister platforms covering different industries, like financing, entertainment, social media, sports, health, etc. They have resources and competence to offer sophisticated and unique experiences (Furnham 2019) for investors from everyplace through omni-channel marketing (Abrudan et al 2020). This marketing strategy may raise more support from backers, and enhance their willingness to invest by offering them emotional benefits along with other rewards (Xie et al 2016;Huang et al 2018;Funk 2019;Shahab et al 2019; JD Prospectus 2020).…”

Section: Marketing Insightsmentioning

confidence: 99%

Application of the 4Es in Online Crowdfunding Platforms: A Comparative Perspective of Germany and China

Konhäusner

Shang

Dabija

2021

JRFM

Self Cite

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As a dynamic way to raise funds for professional and private projects in recent years, crowdfunding has made tremendous progress, especially through online platforms. However, research on this subject is still young, leaving room for different perspectives. We therefore approach the marketing mix adaptability of online crowdfunding platforms and its impact on campaign efficiency and company strategy in two major economies: Germany and China. With the help of case examples based on secondary data, we performed an in-depth analysis of the 4E marketing mix benefits on crowdfunding, highlighting best practice approaches. We critically discuss the 4Es marketing mix approach, focusing on experience, value exchange, and marketing scales, and clarify the compatibility between crowdfunding and 4Es to better understand how these theories are applied to crowdfunding activities. As a result, the suitability of the 4E marketing mix adapted to crowdfunding needs is shown. From a market-oriented perspective, managers of crowdfunding platforms, as well as project owners from Germany and China, will be better able to attract their target audience by applying the 4E adaptation provided.

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Omni-Channel Retailing Strategy and Research Agenda

Cited by 9 publications

References 43 publications

Blockchain, logistics and omnichannel for last mile and performance

Blockchain, logistics and omnichannel for last mile and performance

Omnichannel Shopping Experience: An Exploratory Study on a Generation Z Sample

Application of the 4Es in Online Crowdfunding Platforms: A Comparative Perspective of Germany and China

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