Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2021.1991825
Omnichannel retailing: a tale of three sectors
Santiago Iglesias-Pradas
Emiliano Acquila-Natale
Laura Del-Río-Carazo
Sažetak
Accelerated by the COVID-19 pandemic, the long-anticipated
digital transformation of traditional retail has become the new
reality. Retailers are responding to changes in consumers’ shopping behaviours and their demand for new interaction channels
and touchpoints to shop at their convenience, regardless of time
and location. Consequently, retailers are experiencing a change
from single-channel models to multi-channel and omnichannel
models. Omnichannel retailing demands integrated channel management and operation to improve customers’ shopping experiences. This study uses measures of channel integration levels
from previous research to analyse channel integration among
leading vendors in three top retailing sectors (clothing and
apparel, home furniture and grocery) and expands the analysis by
including indicators of digital transformation. The model includes
27 indicators related to channel integration and 9 indicators of
digital transformation, and compares the results across sectors. By
so doing, the study also aims to help establish values that may
be used as target or reference values of channel integration and
digitalization of retailers across sectors, irrespective of their size.
The research methodology uses the ’mystery shopper’ technique
and includes the collection of data about the 165 leading companies in these sectors in Spain.
Ključne riječi
Omnichannel; retailing; channel integration; digital transformation; home furnishing; grocery; clothing and apparel
Hrčak ID:
302601
URI
Datum izdavanja:
31.3.2023.
Posjeta: 933 *