Weitere Artikel dieser Ausgabe durch Wischen aufrufen
The growing importance of online sales means that traditional bricks-and-mortar retailers need to create new distribution systems to serve customers through multiple channels. Building an effective and efficient omni-channel (OC) distribution system, however, leads to multiple challenges. The questions arise for example, from where online orders should be fulfilled, how delivery and return processes can be organized, and which context-specific OC distribution systems exist. Answering these questions retail research and practice require an overall view of the distribution concepts for direct-to-customer and store deliveries in OC retailing, including the associated return processes. This overall picture is still missing in the literature. We conducted an exploratory study to close this observable gap in the literature. This exploratory study is based on semi-structured interviews with major OC retailers in German-speaking countries and was complemented by market data research and discussions with further experts in the field of OC retailing. Based on the results of the study, the forward distribution system in OC retailing is characterized by the sources (supplier DCs, retailer DCs, stores) and destinations (home, store) which describe the options for store delivery, home delivery, and store pickup. Return processes are likewise characterized by the sources (store, home) and destinations (store, DC, return center). This framework forms the foundation for analyzing contextual criteria, identifying when the different conceptual designs are applied, determining industry-specific characteristics, and illustrating ways to further advance OC retailing. The present paper, therefore, contributes to the literature in three main areas: (1) it identifies and systematizes the forward and backward concepts in OC retailing, (2) it reveals application and development areas for achieving excellence in OC fulfillment and logistics, and (3) shows the need for developing sector- and context-specific OC distribution systems.
Agatz, N.A.H., M. Fleischmann, and J.J.A.E.E. van Nunen. 2008. E-fulfillment and multi-channel distribution—a review. European Journal of Operational Research 187(2): 339–356. CrossRef
Alptekinoğlu, A., and C.S. Tang. 2005. A model for analyzing multi-channel distribution systems. European Journal of Operational Research 163(3): 802–824. CrossRef
Alvesson, M., and D. Kärreman. 2007. Constructing mystery: empirical matters in theory development. Academy of Management Review 32(4): 1265–1281. CrossRef
Asdecker, B. 2014. Retourenmanagement im Versandhandel: theoretische und empirisch fundierte Gestaltungsalternativen für das Management von Retouren. Bamberg: University of Bamberg Press.
Baird, N., and B. Kilcourse. 2011. Omni-channel fulfillment and the future of the retail supply chain. Benchmark Report, March.
Banerjee, M. 2014. Misalignment and its influence on integration quality in multichannel services. Journal of Service Research 17(4):460–474. CrossRef
Banker, S., and J.A. Cooke. 2013. Stores: the weak link in omnichannel distribution. http://www.dcvelocity.com/articles/20130805-stores-the-weak-link-in-omnichannel-distribution/ of 05/10/2015.
Beck, N., and D. Rygl. 2015. Categorization of multiple channel retailing in multi-, cross-, and omni-channel retailing for retailers and retailing. Journal of Retailing and Consumer Services 27: 170–178. CrossRef
Bell, D.R., S. Gallino, and A. Moreno. 2014. How to win in an omnichannel world. MIT Sloan Management Review 56(1): 45.
Bell, D.R., S. Gallino, and A. Moreno. 2015. Inventory showrooms and customer migration in omni-channel retail: the effect of product information. Available at SSRN 2370535.
Bernon, M., S. Rossi, and J. Cullen. 2011. Retail reverse logistics: a call and grounding framework for research. International Journal of Physical Distribution and Logistics Management 41(5): 484–510. CrossRef
Bernon, M., J. Upperton, M. Bastl, and J. Cullen. 2013. An exploration of supply chain integration in the retail product returns processnull. International Journal of Physical Distribution and Logistics Management 43(7): 586–608. CrossRef
Bhatnagar, A., and S.S. Syam. 2014. Allocating a hybrid retailer’s assortment across retail stores: bricks-and-mortar vs online. Journal of Business Research 67(6):1293–1302. CrossRef
Biggs, C., and J. Suhren 2013. Omnichannel alchemy: turning online grocery sales to gold. BCG report, 1–20.
Boyer, K.K., R. Hallowell, and A.V. Roth. 2002. E-services: operating strategy-a case study and a method for analyzing operational benefits. Journal of Operations Management 20(2): 175–188. CrossRef
Boyer, K.K., and G. Hult. 2005. Extending the supply chain: integrating operations and marketing in the online grocery industry. Journal of Operations Management 23(6): 642–661. CrossRef
Brinberg, D.L., and J. McGrath. 1985. Validity and the research process. Beverly Hills: Sage Publications.
Brito, M.P., and R. der Dekker. 2004. A framework for reverse logistics. In Reverse logistics, ed. R. Dekker, M. Fleischmann, K. Inderfurth, and L. van Wassenhove, 3–27. Berlin Heidelberg: Springer. CrossRef
Bryman, A., and E. Bell. 2011. Business research methods, 3rd ed. New York: Oxford University Press.
Brynjolfsson, E., Y.J. Hu, and M.S. Rahman. 2013. Competing in the age of omnichannel retailing. MIT Sloan Management Review 54(4): 23–29.
Cao, L., and L. Li. 2015. The impact of cross-channel integration on retailers’ sales growth. Journal of Retailing 91(2):198–216. CrossRef
Carter, C.R., and L.M. Ellram. 1998. Reverse logistics: a review of the literature and framework for future investigation. Journal of Business Logistics 19(1): 85.
Chiang, K.W.-Y., and G.E. Monahan. 2005. Managing inventories in a two-echelon dual-channel supply chain. European Journal of Operational Research 162(2): 325–341. CrossRef
Corbin, J.M., and A.L. Strauss. 2015. Basics of qualitative research: techniques and procedures for developing grounded theory, 4th ed. Los Angeles: Sage Publications.
Corley, K.G., and D.A. Gioia. 2011. Building theory about theory building: What constitutes a theoretical contribution? Academy of Management Review 36(1): 12–32. CrossRef
Creswell, J.W. 2003. Research design: qualitative, quantitative, and mixed method approaches, 2nd ed. Thousand Oaks: Sage Publications.
DeHoratius, N., and E. Rabinovich. 2011. Field research in operations and supply chain management: special issue on field research in operations and supply chain management. Journal of Operations Management 29(5): 371–375. CrossRef
Dekker, R., M. Fleischmann, K. Inderfurth, and L. van Wassenhove (eds.). 2004. Reverse logistics. Berlin: Springer.
Easterby-Smith, M., R. Thorpe, and P. Jackson. 2008. Management research: theory and practice, 3rd ed. London: Sage Publications.
Eisenhardt, K.M. 1989. Building theories from case study research. The Academy of Management Review 14(4): 532–550.
Ellram, L.M. 1996. The use of the case study method in logistics research. Journal of Business Logistics 17(2): 93–138.
Essen, N., and S. v. d. Leeuw. 2013. Global webshop logistics. http://www.globalwebshoplogistics.com.
EY. 2015. Re-engineering the supply chain for the omni-channel of tomorrow: global consumer goods and retail omni-channel supply chain survey. http://www.ey.com/Publication/vwLUAssets/EY-re-engineering-the-supply-chain-for-the-omni-channel-of-tomorrow/$FILE/EY-re-engineering-the-supply-chain-for-the-omni-channel-of-tomorrow.pdf. Accessed 1 June 2016.
Fernie, J., S. Fernie, and A.C. McKinnon. 2009. The development of e-tail logistics. In Logistics and retail management, ed. J. Fernie, and L. Sparks, 205–235. London: Kogan Page Ltd.
Fernie, J., and L. Sparks (eds.). 2009. Logistics and retail management: emerging issues and new challenges in the retail supply chain, 3rd ed. London: Kogan Page Ltd.
Fink, A. 1998. Conducting research literature review: from paper to internet. Thousand Oaks: Sage Publications.
Fleischmann, M., J.M. Bloemhof-Ruwaard, R. Dekker, E. van der Laan, J.A.E.E. van Nunen, and L.N. van Wassenhove. 1997. Quantitative models for reverse logistics: a review. European Journal of Operational Research 103(1): 1–17. CrossRef
Flynn, B.B., S. Sakakibara, R.G. Schroeder, K.A. Bates, and E.J. Flynn. 1990. Empirical research methods in operations management. Journal of Operations Management 9(2): 250–284. CrossRef
Forrester, 2014. European online retail forecast: 2013 to 2018. https://www.forrester.com/european+online+retail+forecast+2013+to+2018/-/e-res115752. Accessed 5 May 2015.
Gallino, S., and A. Moreno. 2014. Integration of online and offline channels in retail: the impact of sharing reliable inventory availability information. Management Science 60(6): 1434–1451. CrossRef
Gelbrich, K., J. Gäthke, A. Hübner. 2015. Rewarding customers who keep a product: a new policy to manage returns in online retailing. Working Paper KU Eichstätt-Ingolstadt, 1–49.
Gioia, D.A., K.G. Corley, and A.L. Hamilton. 2013. Seeking qualitative rigor in inductive research notes on the gioia methodology. Organizational Research Methods 16(1): 15–31. CrossRef
Glaser, B. G., and A. L. Strauss. 1967. The discovery of grounded theory: strategies for qualitative research. Chicago: Aldine.
Govindan, K., H. Soleimani, and D. Kannan. 2015. Reverse logistics and closed-loop supply chain: a comprehensive review to explore the future. European Journal of Operational Research 240(3): 603–626. CrossRef
Grant, D.B., J. Fernie, and B. Schulz. 2014. Enablers and barriers in german online food retailing. Supply Chain Management: An International Journal 15(3): 4–11.
Grant, D.B., H. Kotzab, and Y. Xing. 2006. successtesco.com: Erfolg im online-lebensmittelhandel oder “wie macht das der tesco?”. In Innovationen in Marketing und Handel, ed. P. Schnedlitz, R. Buber, T. Reutterer, A. Schuh, and C. Teller, 203–213. Wien: Linde.
Handfield, R., F. Straube, H.C. Pfohl, and A. Wieland. 2013. Key trends shaping the global logistics environment. In Inspiration, ideas, innovation, ed. T. Wimmer, and S. Hucke, 20–48. Hamburg: DVV Media Group.
Herhausen, D., J. Binder, M. Schögel, and A. Herrmann. 2015. Integrating bricks with clicks: retailer-level and channel-level outcomes of online-offline channel integration. Journal of Retailing 91(2): 309–325. CrossRef
Hübner, A., A. Holzapfel, and H. Kuhn. 2015. Operations management in multi-channel retailing: an exploratory study. Operations Management Research 8(3): 84–100. CrossRef
Hübner, A., H. Kuhn, and M.G. Sternbeck. 2013a. Demand and supply chain planning in grocery retail: an operations planning framework. International Journal of Retail and Distribution Management 41(7): 512–530. CrossRef
Hübner, A., H. Kuhn, and M.G. Sternbeck. 2013b. Retail operations: Why and how retailers benefit from an integrative supply chain management perspective. In Inspiration, ideas, innovation, ed. T. Wimmer, and S. Hucke, 359–439. Hamburg: DVV Media Group.
Hübner, A., J. Wollenburg, and A. Holzapfel. 2016a. Retail logistics in the transition from multi-channel to omni-channel. International Journal of Physical Distribution and Logistics Management 47(6/7).
Hübner, A., J. Wollenburg, and H. Kuhn. 2016b. Last mile fulfilment and distribution in omni-channel grocery retailing: a strategic planning framework. International Journal of Retail and Distribution Management 44(3):228–247. CrossRef
Jick, T. D. 1979. Mixing qualitative and quantitative methods: triangulation in action. Administrative science quarterly 24(4):602–611. CrossRef
Kämäräinen, V., J. Saranen, and J. Holmström. 2001. The reception box impact on home delivery efficiency in the e-grocery business. International Journal of Physical Distribution and Logistics Management 31(6): 414–426. CrossRef
Koster, R. B. M. d., Brito, M. P. d., Vendel, M. A. A. v. d., 2002. Return handling: an exploratory study with nine retailer warehouses. International Journal of Retail & Distribution Management 30 (8), 407–421 CrossRef
Kotzab, H., S. Seuring, M. Müller, G. Reiner. 2005. Research methodologies in supply chain management. Heidelberg: Physica.
Kozlenkova, I.V., T.G. Hult, D.J. Lund, J.A. Mena, P. Kekec. 2015. The role of marketing channels in supply chain management. Journal of Retailing 91(4):586–609. CrossRef
Krapp, M., J. Nebel, and R. Sahamie. 2013. Forecasting product returns in closed-loop supply chains. International Journal of Physical Distribution and Logistics Management 43(8): 614–637. CrossRef
Kuhn, H., and M.G. Sternbeck. 2013. Integrative retail logistics: an exploratory study. Operations Management Research 6(1–2): 2–18. CrossRef
Lang, G., and G. Bressolles. 2013. Economic performance and customer expectation in e-fulfillment systems: a multi-channel retailer perspective. Supply Chain Forum 14(32): 16–26. CrossRef
Lincoln, Y.S., and E.G. Guba. 1985. Naturalistic inquiry. Beverly Hills: Sage Publications.
Lindlof, T.R., and B.C. Taylor. 2011. Qualitative communication research methods, 3rd ed. Thousand Oaks: Sage.
Liu, K., Y. Zhou, and Z. Zhang. 2010. Capacitated location model with online demand pooling in a multi-channel supply chain. European Journal of Operational Research 207(1): 218–231. CrossRef
LZ.net, 2014. Rankings. http://www.lebensmittelzeitung.net/business/daten-fakten/rankings/index_rankings.html of 10/23/2015.
Maanen, J. v. 1979. Qualitative methodology. Beverly Hills: Sage.
Manuj, I., and T.L. Pohlen. 2012. A reviewer’s guide to the grounded theory methodology in logistics and supply chain management research. International Journal of Physical Distribution and Logistics Management 42(8/9): 784–803. CrossRef
Mayring, P. 2011. Qualitative inhaltsanalyse, 10th ed. Weinheim: Beltz.
McKinnon, A.C., and D. Tallam. 2003. Unattended delivery to the home: an assessment of the security implications. International Journal of Retail and Distribution Management 31(1): 30–41. CrossRef
Mercier, P., D. Welch, and G. Crétenot. 2014. In omnichannel retail it's still about detail. BCG perspectives: 1–4.
Meredith, J. 1993. Theory building through conceptual methods. International Journal of Operations and Productions Management 13(5): 3–11. CrossRef
Min, H., H. Jeung Ko, and C. Seong Ko. 2006. A genetic algorithm approach to developing the multi-echelon reverse logistics network for product returns. Omega 34(1): 56–69. CrossRef
Neslin, S.A., D. Grewal, R. Leghorn, V. Shankar, M.L. Teerling, J.S. Thomas, and P.C. Verhoef. 2006. Challenges and opportunities in multichannel management. Journal of Service Research 9(2): 95–113. CrossRef
Netessine, S., and N. Rudi. 2006. Supply chain choice on the internet. Management Science 52(6): 844–864. CrossRef
Punakivi, M., and K. Tanskanen. 2002. Increasing the cost efficiency of e-fulfilment using shared reception boxes. International Journal of Retail and Distribution Management 30(10): 498–507. CrossRef
Punakivi, M., H. Yrjölä, and J. Holmström. 2001. Solving the last mile issue: reception box or delivery box? International Journal of Physical Distribution and Logistics Management 31(6): 427–439. CrossRef
PwC, 2013. Demystifying the online shopper: 10 myths of multichannel retailing. https://www.pwc.com/us/en/retail-consumer/publications/assets/pwc-multi-channel-shopper-survey.pdf. Accessed 1 June 2016.
Rabinovich, E., and J.P. Bailey. 2004. Physical distribution service quality in internet retailing: service pricing, transaction attributes, and firm attributes. Journal of Operations Management 21(6): 651–672. CrossRef
Rabinovich, E., A.M. Knemeyer, and C.M. Mayer. 2007. Why do internet commerce firms incorporate logistics service providers in their distribution channels?: The role of transaction costs and network strength. Journal of Operations Management 25(3): 661–681. CrossRef
Randall, W.S., and J.E. Mello. 2012. Grounded theory: an inductive method for supply chain research. International Journal of Physical Distribution and Logistics Management 42(8/9): 863–880. CrossRef
Rao, S., T.J. Goldsby, and D. Iyengar. 2009. The marketing and logistics efficacy of online sales channels. International Journal of Physical Distribution and Logistics Management 39(2): 106–130. CrossRef
Rigby, D. 2011. The future of shopping. Harvard Business Review 89(12): 65–76.
Rogers, D.S., B. Melamed, and R.S. Lembke. 2012. Modeling and analysis of reverse logistics. Journal of Business Logistics 33(2): 107–117. CrossRef
Ruiz-Benitez, R., and A. Muriel. 2014. Consumer returns in a decentralized supply chain. International Journal of Production Economics 147: 573–592. CrossRef
Ryan, G.W., and H.R. Bernard. 2000. Data management and analysis methods. In Handbook of Qualitative Research, vol. 2, ed. N.K. Denzin, and Y.S. Lincoln, 769–802. Thousand Oaks: Sage Publications.
Schneider, F., and D. Klabjan. 2013. Inventory control in multi-channel retail. European Journal of Operational Research 227(1): 101–111. CrossRef
Seuring, S., M. Müller, M. Westhaus, R. Morana. 2005. Conducting a literature review-the example of sustainability in supply chains. In Research methodologies in supply chain management, ed. H. Kotzab, S. Seuring, M. Müller, G. Reiner, 91–106. Berlin Heidelberg: Springer.
Statista. 2013. Monthly retail sales. http://de.statista.com/statistik/data/193167/ of 11/27/2013.
Stebbins, R. A. 2001. Exploratory research in the social sciences. Thousand Oaks: Sage Publications.
Strauss, A. L., and J. M. Corbin. 1990. Basics of qualitative research: grounded theory procedures and techniques. Sage Publications.
Su, X. 2009. Consumer returns policies and supply chain performance. Manufacturing and Service Operations Management 11(4): 595–612. CrossRef
Swaminathan, J.M., and S.R. Tayur. 2003. Models for supply chains in e-business. Management Science 49(10): 1387–1406. CrossRef
Thirumalai, S., and K.K. Sinha. 2005. Customer satisfaction with order fulfillment in retail supply chains: implications of product type in electronic b2c transactions. Journal of Operations Management 23(3–4): 291–303. CrossRef
Tranfield, D.R., D. Denyer, and P. Smart. 2003. Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management 14: 207–222. CrossRef
Trautrims, A., D.B. Grant, A.L. Cunliffe, and C. Wong. 2012. Using the “documentary method” to analyse qualitative data in logistics research. International Journal of Physical Distribution and Logistics Management 42(8/9): 828–842. CrossRef
Verhoef, P.C., P.K. Kannan, and J.J. Inman. 2015. From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retailing 91(2): 174–181. CrossRef
Verhoef, P.C., S.A. Neslin, and B. Vroomen. 2007. Multichannel customer management: understanding the research shopper phenomenon. International Journal of Research in Marketing 24(2): 129–148. CrossRef
Wolk, A., and B. Skiera. 2009. Antecedents and consequences of internet channel performance. Journal of Retailing and Consumer Services 16(3):163–173. CrossRef
Xie, W., Z. Jiang, Y. Zhao, and J. Hong. 2014. Capacity planning and allocation with multi-channel distribution. International Journal of Production Economics 147(A):108–116. CrossRef
Xing, Y., and D.B. Grant. 2006. Developing a framework for measuring physical distribution service quality of multi-channel and pure player internet retailers. International Journal of Retail and Distribution Management 34(4/5): 278–289. CrossRef
Xing, Y., D.B. Grant, A.C. McKinnon, and J. Fernie. 2010. Physical distribution service quality in online retailing. International Journal of Physical Distribution and Logistics Management 40(5): 415–432. CrossRef
Xing, Y., D.B. Grant, A.C. McKinnon, and J. Fernie. 2011. The interface between retailers and logistics service providers in the online market. European Journal of Marketing 45(3): 334–357. CrossRef
Yalabik, B., N. C. Petruzzi, D. Chhajed. 2005. An integrated product returns model with logistics and marketing coordination. European Journal of Operational Research 161(1):162–182. CrossRef
Yin, R.K. 2014. Case study research: design and methods, 5th ed. Los Angeles: Sage.
- Distribution systems in omni-channel retailing
- Springer International Publishing
Entwicklung einer Supply-Strategie bei der Atotech Deutschland GmbH am Standort Feucht