Piotrowicz / Cuthbertson Exploring Omnichannel Retailing

Common Expectations and Diverse Realities
1. Auflage 2018
ISBN: 978-3-319-98273-1
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 292 Seiten

Reihe: Business and Management

This book compiles the current state of knowledge on omnichannel retailing, a new concept in which all sales and interaction channels are considered together, and which aims to deliver a seamless customer experience regardless of the channel. It highlights case studies and examples related to each of the many barriers to an omnichannel approach, demonstrating not just success stories, but also failures.  While omnichannel has already been recognized as an emerging retail trend, the articles in this book fill an important gap in research on the topic. Providing readers with essential insights on the omnichannel strategy and its implementation, the book will also stimulate academic discussion on this emerging trend.


Dr Wojciech Piotrowicz (PhD Brunel, MA Gda?sk, PGDipLATHE Oxon) is Associate Professor in Sustainable Supply Chains and Social Responsibility, at Hanken School of Economics and HUMLOG Insitute, Helsinki, Finland. In addition he was elected as International Research Fellow at the University of Oxford, Sa?d Business School and is a member of the Wolfson College.  His research is related to information systems, logistics, supply chain management, performance measurement and evaluation, with focus on transitional countries and retail contexts.  Wojciech has considerable experience as member of large international research projects within both the public and private sectors, working with organisations such as Intel, BAE Systems, the European Commission and Polish government. He is recipient of Outstanding and Highly Commended paper awards from Emerald Literati Network for Excellence.
Dr Richard Cuthbertson is a Senior Research Fellow and Research Director at the Oxford Institute of Retail Management at Saïd Business School, University of Oxford and Vice-Principal of Green Templeton College, University of Oxford.His research interest lies in understanding and assessing the challenges of the increasingly digital world on retail, particularly through technology innovation and the use of customer data. His work is international in scope, in particular looking at how retail practice and policy are developing in countries like India and China, and he regularly acts as a consultant to retailers and governments. He is author of over 100 published articles and has worked with many companies, including Tesco, Sainsbury's, P&G, Casino, T-Mobile, BP, Abbey, IBM, KPMG and BCG. Richard is a Board member of the Charity Retail Association. He was awarded the Emerald Literati Network Award for Excellence (twice) and the Pegasus Prize for eBusiness Future Insights (2006).

Autoren/Hrsg.

Piotrowicz, Wojciech

Cuthbertson, Richard

Inhaltsverzeichnis

1;Preface;5
2;Contents;6
3;Editors and Contributors;8
4;List of Abbreviations;11
5;Exploring Omnichannel Retailing: Common Expectations and Diverse Reality;13
5.1;1 Introduction;13
5.2;2 Reality, Limitations in Implementation of Omnichannel Retailing;14
5.3;3 Chapters in This Book;15
5.3.1;3.1 Crafting and Implementing Omnichannel Strategy;17
5.3.2;3.2 Country Level Studies;18
5.3.3;3.3 Omnichannel and Service Quality;18
5.3.4;3.4 Communication with Customers, Print vs Online;19
5.3.5;3.5 Technologies in Omnichannel;19
5.3.6;3.6 Delivery and Fulfilment in Omnichannel;19
5.4;4 Conclusions;20
5.5;References;21
6;Crafting an Omnichannel Strategy: Identifying Sources of Competitive Advantage and Implementation Barriers;23
6.1;1 Introduction;23
6.2;2 Constructs and Definitions;25
6.3;3 Methodology;27
6.4;4 Analysis: Five Retail Problems Concerning Omnichannel Retailing;30
6.4.1;4.1 Contextualization Problem: Societal Contribution;31
6.4.2;4.2 Integration Problem: Crafting a Seamless Customer Experience;33
6.4.3;4.3 Resource Management Problem: Internal Sources of Sustainable Competitive Advantage;38
6.4.4;4.4 Competitiveness Problem: External Sources of Sustainable Competitive Advantage;42
6.4.5;4.5 Coordination Problem: Implementation Barriers of an Omnichannel Strategy;45
6.5;5 Synthesis: The Omnichannel Strategy Triangle;48
6.6;6 Conclusions, Implications for Academia and Practice;53
6.6.1;6.1 Implications for Academics;54
6.6.2;6.2 Implications for Practitioners;54
6.7;References;55
7;Implementation of Omnichannel Strategy in the US Retail: Evolutionary Approach;59
7.1;1 Introduction;59
7.2;2 Literature Review;60
7.2.1;2.1 Implementation of Omnichannel Strategy: Retail Business-Model Innovation;61
7.3;3 Methodology;63
7.3.1;3.1 Sample Selection and Justification;63
7.3.2;3.2 Data Analysis Procedure;63
7.3.3;3.3 Research Limitations;65
7.4;4 Findings;65
7.5;5 Discussion;74
7.6;6 Conclusions;76
7.7;References;79
8;Does Service Quality Perception in Omnichannel Retailing Matter? A Systematic Review and Agenda for Future Research;82
8.1;1 Introduction;83
8.2;2 Literature Review;84
8.2.1;2.1 Defining Omnichannel Retailing;84
8.3;3 The Importance of Quality in Omnichannel Retailing;86
8.4;4 Research Approach;88
8.5;5 Findings;89
8.5.1;5.1 In-Store Quality Dimensions;89
8.5.2;5.2 Digital Quality Dimensions;91
8.5.3;5.3 Integration Quality Dimensions;98
8.6;6 Future Research, Challenges and Opportunities;99
8.7;7 Conclusion;101
8.7.1;7.1 Recommendations for Practice;101
8.7.2;7.2 Recommendation for Future Research;102
8.8;References;103
9;Drivers for Channel Integration and Omnichannel Strategy: Evidence from the Leading Grocery Retailer in Turkey;109
9.1;1 Introduction;109
9.2;2 Literature Review on Channel Integration and Omnichannel Strategy;110
9.3;3 Turkish Retail Sector;112
9.4;4 Methodology;113
9.4.1;4.1 Data Analysis;114
9.5;5 Findings;114
9.5.1;5.1 Drivers for Channel Integration;115
9.5.1.1;5.1.1 Changing Dynamics in Retailing Industry;115
9.5.1.2;5.1.2 Changing Shopping Habits;115
9.5.1.3;5.1.3 Increasing Need for Productivity in Logistics and Supply Chain Processes;116
9.5.2;5.2 Implementation of Omnichannel Strategy;116
9.5.2.1;5.2.1 From Multichannel Strategy to Omnichannel Strategy;117
9.5.2.2;5.2.2 Advanced IT Solutions and Data Integration;117
9.5.2.3;5.2.3 Integration of Business Processes;118
9.5.2.4;5.2.4 Customer Perception;119
9.6;6 Discussion;119
9.7;7 Conclusions;121
9.8;Appendix: Questions for Focus Group Study;122
9.9;References;122
10;Development of Omnichannel in India: Retail Landscape, Drivers and Challenges;125
10.1;1 Introduction;125
10.2;2 Retail Landscape in India;126
10.3;3 Market Penetration: Percentage of Traditional, Organized and Online to Total Trade;127
10.4;4 Online Retailing;127
10.5;5 From Multi-Channel to Omnichannel Retailing;127
10.6;6 Online Retail in India;129
10.6.1;6.1 E-Retail Growth Phases;129
10.6.2;6.2 Similarities and Differences with the Chinese Market;130
10.6.3;6.3 Online Consumer Behaviour;131
10.6.4;6.4 Challenges Faced by e-Commerce Companies in India;132
10.7;7 Online Retail Terminology: Showrooming, Webrooming, m-Commerce, Apps;135
10.8;8 Analysis of e-Retail Sector Using Porter´s Five Forces Framework;136
10.9;9 Migration of Business Model from Owned-Inventory to Marketplace Platform for Online Retailers;137
10.10;10 Shift from Multichannel Retailing to Omnichannel Retailing;138
10.10.1;10.1 Physical Stores Foraying into Online Retailing;140
10.10.2;10.2 Online Retailers Opening Physical Stores;142
10.10.3;10.3 The Hyperlocal e-Commerce Model;142
10.11;11 Logistics Innovations in the e-Commerce Industry;143
10.12;12 Recommendations and Conclusion;145
10.13;References;147
11;The Development of Digital Distribution Channels in Poland´s Retail Pharmaceutical Market;148
11.1;1 Introduction;148
11.2;2 Methodology and Data Collection;150
11.3;3 Literature Review;151
11.4;4 Poland´s Pharmaceutical Market;152
11.4.1;4.1 Industry Potential and Market Trends;152
11.4.2;4.2 Macro-environmental Factors Analysis;154
11.5;5 Distribution Channels in the Polish Pharmaceutical Market;159
11.5.1;5.1 General Characteristics;159
11.5.2;5.2 Wholesaling;160
11.5.3;5.3 Pharmacies;162
11.5.4;5.4 Non-pharmacy Retailing;163
11.6;6 Online Pharmacies in Poland;164
11.6.1;6.1 Development of E-pharmacies in 2004-2015;164
11.6.2;6.2 Case Study: DMZ;167
11.6.3;6.3 Consumer Trends and Omnichannel;170
11.7;7 Summary and Conclusions;171
11.8;References;174
12;The Use of Mobile Technologies in Physical Stores: The Case of Fashion Retailing;177
12.1;1 Introduction;177
12.2;2 Omnichannel Retailing;178
12.3;3 The Mobile Device in Omnichannel Retail;179
12.4;4 Consumer-Facing Mobile Technologies in the Retail Store;182
12.5;5 Theoretical Models of Technology Adoption;192
12.6;6 Discussion;195
12.7;7 Conclusions for Practice;197
12.8;8 Conclusions for Academia and Future Research Directions;197
12.9;References;198
13;Futurising the Physical Store in the Omnichannel Retail Environment;204
13.1;1 Introduction;204
13.2;2 Literature Review;205
13.2.1;2.1 The Role of the Physical Store in the Omnichannel Scenario;205
13.2.2;2.2 The Store Experience;207
13.2.3;2.3 The Use of Technology;208
13.2.4;2.4 The Consumer;211
13.3;3 Methodology;212
13.4;4 Findings and Discussion;213
13.4.1;4.1 Role of the Physical Store in the Omnichannel Scenario;213
13.4.2;4.2 Evolution of Physical Retail Formats;214
13.4.3;4.3 Current and Future Role of Technology in the Physical Store;215
13.4.4;4.4 Forms of Technology Used in the Physical Store;216
13.4.5;4.5 Presence of Other Channels in the Physical Store and How Are They Integrated;217
13.4.6;4.6 The Future Experience in Physical Stores;218
13.4.6.1;4.6.1 Customer Service;219
13.4.6.2;4.6.2 Delivering Experience Through the Design of the Physical Space;219
13.4.7;4.7 Physical Store ROI Measurement Shift;221
13.4.8;4.8 Role of the Consumer in the Physical Store;222
13.4.9;4.9 Best Practice Fashion Physical Stores;223
13.4.10;4.10 Future Change in Fashion Shopping Experience;224
13.5;5 Conclusions and Recommendations;224
13.6;6 Limitations and Further Research;227
13.7;References;227
14;Retail Promotional Communication: The Comparative Effectiveness of Print Versus Online;231
14.1;1 Introduction;231
14.2;2 Print Versus Online: The Role of the Medium;233
14.3;3 Theoretical Background;234
14.4;4 Innovation in Promotion and Store Flyers;237
14.4.1;4.1 Traditional Flyers;237
14.4.2;4.2 Digital Flyers;240
14.4.3;4.3 Flyer Aggregators;241
14.5;5 Methodology;242
14.5.1;5.1 Experiment: Research Design;243
14.5.2;5.2 Subgroup Analysis;244
14.5.3;5.3 Research Limitations;245
14.6;6 Findings;245
14.6.1;6.1 Preliminary Study: Print Versus Online Flyers in Italy;245
14.6.2;6.2 Results from the Experiment;246
14.7;7 Discussion;248
14.8;8 Conclusions and Future Research Directions;249
14.9;References;251
15;A Framework for Omnichannel Differentiation Strategy. Integrating the Information Delivery and Product Fulfilment Requirements;256
15.1;1 Introduction;257
15.2;2 Literature Review;258
15.2.1;2.1 Omnichannel Retail;258
15.2.2;2.2 Information Delivery and Product Fulfilment;258
15.3;3 E-commerce and Emergence of Omnichannel in Malaysia;259
15.4;4 Research Design;260
15.5;5 Findings and Discussion;261
15.5.1;5.1 Company Background;261
15.5.2;5.2 The Omnichannel Strategic Deployment;262
15.5.3;5.3 The Omnichannel Differentiation Strategy;264
15.5.4;5.4 Managing Customer Relationship;264
15.5.5;5.5 Creating and Retaining Customers Trust;265
15.5.6;5.6 Knowledge and Technology Alignment;266
15.5.7;5.7 Ensuring Tight Security and Confidentiality of Customer Data;266
15.5.8;5.8 Issues and Challenges;267
15.6;6 Conclusion;267
15.7;References;269
16;Last Mile Framework for Omnichannel Retailing. Delivery from the Customer Perspective;271
16.1;1 Introduction;271
16.2;2 Omnichannel Grocery Retail Design;272
16.3;3 Main Delivery Models;273
16.3.1;3.1 Home Delivery;274
16.3.2;3.2 Click and Collect;275
16.3.2.1;3.2.1 Click and Collect: In and Near the Store;275
16.3.2.2;3.2.2 Click and Collect: Automated Collection Points;275
16.3.2.3;3.2.3 Click and Collect: Solitary Collection Points;276
16.3.3;3.3 Postal, Courier and Other Transport Services;276
16.3.4;3.4 What Else to Consider for Delivery and Collection?;277
16.3.4.1;3.4.1 Delivery Charges;277
16.3.4.2;3.4.2 Delivery Time and Slots;277
16.3.4.3;3.4.3 Back Office Operations;278
16.3.4.4;3.4.4 Preparation for Delivery: Consolidation;278
16.3.4.5;3.4.5 Route Planning;278
16.4;4 Methodology;279
16.5;5 British Experience: From Customer View-Point;279
16.5.1;5.1 British Grocery Retail Market;279
16.5.2;5.2 Delivery Options;280
16.5.3;5.3 Home Delivery;281
16.5.4;5.4 Click and Collect;283
16.6;6 Synthesis: Customer-Centric Last Mile Framework for Omnichannel Retailing;286
16.7;7 Dealing with Problems and Exceptions;288
16.8;8 Conclusions;289
16.8.1;8.1 Conclusions for Academia;289
16.8.2;8.2 Conclusions for Practice;290
16.8.2.1;8.2.1 Questions for Discussion and Review;290
16.9;References;291