Successful multi-channel strategy: mixing marketing and logistical issues

Jeanpert, Sophie; Paché, Gilles

doi:10.1108/jbs-05-2015-0053

Cited by 31 publications

(33 citation statements)

References 6 publications

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“…Channel integration is one of the key success factors of omni-channel retailing implementation. For retailers being able to effectively apply the omni-channel strategy, they should integrate all channels seamlessly, and the integration needs to be implemented at all levels of logistics and marketing, and even internal business operations [57][58][59][60]. When online and offline channels are successfully integrated, businesses are able to maxmize the benefits of each channel, reduce cannibalization, and promote synergy, and as a result, businesses would reach better performance [61,62].…”

Section: Stimulus: Channel Integrationmentioning

confidence: 99%

How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers

Chen

Chi

2021

Sustainability

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In recent years, fashion brands and retailers have been advancing rapidly to provide U.S. consumers more seamless omni-channel shopping experiences. The pandemic has further accelerated the growth of omni-channel shopping. This study aimed to explore the effects of channel integration in six aspects (i.e., promotion, product and price, transaction information, information access, order fulfillment, and customer service) on the U.S. consumers’ intentions to use three omni-channel shopping methods: buy online pick-up in-store (BOPI), buy online curbside pickup (BOCP), and buy in-store home delivery (BIHD). We proposed a mediation model to test the effects through consumer perceived values (hedonic value, utilitarian value), perceived risk, and perceived behavioral control. Furthermore, this study explored the moderating effect of perceived COVID-19 vulnerability on the relationships between consumers’ internal evaluations of channel integration and their shopping method selection intentions. A total of 516 eligible responses were gathered through a survey of U.S. consumers. Multiple regressions were applied to test the hypotheses. Six types of channel integration showed significant effects on the U.S. consumers’ internal evaluations, which in turn influence their intentions to use certain types of omni-channel shopping methods. Overall, the proposed model exhibits a satisfactory explanatory power.

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Section: Stimulus: Channel Integrationmentioning

confidence: 99%

How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers

Chen

Chi

2021

Sustainability

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“…Retailers need to create new logistics models, evaluating the trade-off between the process of integration and separation between the different channels (Hübner et al, 2015). A total separation strategy meets the specific requirements of each channel, whereas an OC strategy can provide economies of scale and reduce total costs (Gallino and Moreno, 2014;Jeanpert and Paché, 2016).…”

Section: Introductionmentioning

confidence: 99%

E-fulfilment and distribution in omni-channel retailing: a systematic literature review

Melacini

Perotti

Rasini

et al. 2018

IJPDLM

212

166

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Purpose-Given the progressive growth of e-commerce sales and the rising interest in omni-channel (OC) retailing amongst academics and practitioners, the aim of this study is to provide an up-to-date literature review on the logistics involved when moving towards OC retailing. Specifically, we have examined the main issues relating to e-fulfilment and distribution, highlighting how the topic has been developed over time, and identifying the most promising research streams for the near future. Design/methodology/approach-A Systematic Literature Review methodology is adopted. The review is based on 58 papers published from 2002 to 2017 in 34 international journals. The papers were analysed and categorised according to their defining characteristics, methodologies adopted and themes addressed. Findings-This paper provides an overview of the main issues relating to e-fulfilment and distribution experienced by companies shifting towards OC, mapped along three dimensions: distribution network design, inventory and capacity management, delivery planning and execution. Despite the growing interest in OC retailing, many key topics are still under-represented, including the evolution of retail distribution networks, assortment planning over multiple channels, the logistics role played by stores in the delivery process and the interplay between different logistics aspects. Originality/value-The paper offers insights into the main logistics issues in MC and OC retailing, as well as highlights potential fields for further investigation. From a managerial perspective, this paper is useful for retailers adopting an OC approach to guide their future efforts concerning their business logistics model.

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“…that have to be managed in parallel by the retailer. This may lead to a trade-off for the retailer between operational costs and customer service (Agatz et al , 2008; Jeanpert and Paché, 2016).…”

Section: Literature Review and Conceptual Frameworkmentioning

confidence: 99%

KPIs for performance measurement of e-fulfillment systems in multi-channel retailing

Bressolles

Lang

2019

IJRDM

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Purpose The purpose of this paper is to expand existing research on fulfillment systems for multi-channel retailers by combining analysis of customer expectation (CE) with economic performance (EP) aspects. Design/methodology/approach This exploratory study is based on a literature review of supply chain management and marketing combined with the results of an online questionnaire submitted to French and Chinese multi-channel retailers from two sectors. Findings The results enable the authors to identify 13 important key performance indicators (KPIs) used by multi-channel retailers for measuring e-fulfillment system performance and also to determine under which of the EP or CE criteria these KPIs might be linked. Research limitations/implications Although the sample size is limited, this research is intended to be exploratory, based on the practices of supply chain and marketing managers. Moreover, the results do not address interdependencies among the different KPIs. Practical implications E-fulfillment is a major challenge for multi-channel retailers; it is cost intensive and critical for customer satisfaction. The identified set of KPIs enables retailers to choose those relevant to their particular infrastructure. Originality/value A limited number of scholarly works have explored the operational implications of online retailing in terms of e-fulfillment in a multi-channel context. In order to manage such supply chains efficiently and effectively, traditional measures of supply chain performance need to be adapted. This study expands existing knowledge by developing measurement systems and metrics for the evaluation of supply chain performance in this context.

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Successful multi-channel strategy: mixing marketing and logistical issues

Cited by 31 publications

References 6 publications

How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers

How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers

E-fulfilment and distribution in omni-channel retailing: a systematic literature review

KPIs for performance measurement of e-fulfillment systems in multi-channel retailing

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