Omni-channel retailing strategy and research agenda

Ioana Nicoleta Abrudan; Dan-Cristian Dabija; David B. Grant

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

Omni-channel retailing strategy and research agenda

Ioana Nicoleta Abrudan
, Dan-Cristian Dabija
, David B. Grant

Supply Chain Management and Social Responsibility, Helsinki

Babeş-Bolyai University

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review

12 Citations (Scopus)

Abstract

The paper reviews omni-channel retailing strategy to differentiate between
omni-channel retailing and its precursors, multi and cross-channel retailing;
delineate omni-channel strategies evolving from a retailing perspective; and
present a research agenda to address a lack of research on and
inconsistencies in this topic. By means of an extensive literature review,
the authors focus on papers that define the concept and approach the
practical aspects of implementing the strategy. We identify three
approaches to defining omni-channel retailing: integrated selling channels,
seamless shopping experience, and a combination of the two. Finally, this
paper reveals inconsistencies in understanding implementation of the
strategy. It highlights the main areas that need to be addressed by a
retailer when shifting to an omni-channel retail strategy. In contrast with
the existing literature, this review combines the logistic and management perspectives. It is the only study that emphasises the imperatives and
alternatives related to implementing omni-channel strategy.

Original language	English
Title of host publication	Perspectives on Consumer Behaviour : Theoretical Aspects and Practical Applications
Editors	Wlodzimierz Sroka
Place of Publication	Cham
Publisher	Springer
Publication date	2020
Pages	261-280
ISBN (Print)	978-3-030-47379-2
ISBN (Electronic)	978-3-030-47380-8
DOIs	https://doi.org/10.1007/978-3-030-47380-8_12
Publication status	Published - 2020
MoE publication type	A3 Book chapter

Publication series

Name	Contributions to Management Science
ISSN (Print)	1431-1941
ISSN (Electronic)	2197-716X

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 9 Industry, Innovation, and Infrastructure
SDG 11 Sustainable Cities and Communities

Keywords

Marketing Logics and Strategizing
Omnichannel retailing strategy
Multi-channel
Cross-channel
512 Business and Management

Access to Document

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

OpenUrl availability

Full text

Cite this

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Omni-channel retailing strategy and research agenda. / Abrudan, Ioana Nicoleta; Dabija, Dan-Cristian; Grant, David B.
Perspectives on Consumer Behaviour: Theoretical Aspects and Practical Applications. ed. / Wlodzimierz Sroka. Cham: Springer, 2020. p. 261-280 (Contributions to Management Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review

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Omni-channel retailing strategy and research agenda

Abstract

Publication series

UN SDGs

Keywords

Access to Document

OpenUrl availability

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Cite this