Skip to main content
Top

2022 | OriginalPaper | Chapter

Fast-Growing eCommerce and Omnichannel Concept Development: Empirical Evidence from Russian Retail

Author : Oksana Piskunova

Published in: Digital Transformation and Global Society

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

The omnichannel business model is becoming increasingly popular nowadays. The COVID-19 crisis has strongly influenced consumer behavior, with the role of e-commerce becoming ever more important. The “new normal” requires that retailers adapt quickly in order to, on the one hand, satisfy consumer needs in the most appropriate way and, on the other, maintain their competitive advantage in the market. This study aims to identify and analyze the omnichannel activities of retailers in order to provide a concept of the development of a short-term omnichannel business model under pressure of the crisis. The research found that the COVID-19 crisis has boosted the development of the omnichannel model in retail. The research suggests the following step-by-step measures for implementation of the omnichannel approach have been adopted: introduction and expansion of online shops and delivery services; immediate response to customers’ needs and purchase barriers; establishment of an automatization process inside the company; alignment of company strategies with omnichannel model development; further development of omnichannel strategy via collaboration mechanisms; and improvement of category management & consumer-oriented factors. The study provides retailers’ reflections on the new ways of operating, and suggests how the omnichannel development concept may be driven by external factors, as well as proposing opportunities for further research in the development of the omnichannel concept: detailed analysis of omnichannel strategies, or further steps in medium-term omnichannel development after the pandemic period. This research offers practical guidance to managers in retail companies, such as the step-by-step omnichannel business model implementation approach.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Literature
2.
go back to reference Arora, S., Parida, R.R., Sahney, S.: Understanding consumers’ showrooming behavior: a stimulus–organism–response (S-O-R) perspective. Int. J. Retail Distrib. Manag. 48(11), 1157–1176 (2020)CrossRef Arora, S., Parida, R.R., Sahney, S.: Understanding consumers’ showrooming behavior: a stimulus–organism–response (S-O-R) perspective. Int. J. Retail Distrib. Manag. 48(11), 1157–1176 (2020)CrossRef
5.
go back to reference Berman, B., Thelen, S.: Planning and implementing an effective omnichannel marketing program. Int. J. Retail Distrib. Manag. 46(7), 598–614 (2019)CrossRef Berman, B., Thelen, S.: Planning and implementing an effective omnichannel marketing program. Int. J. Retail Distrib. Manag. 46(7), 598–614 (2019)CrossRef
8.
go back to reference Gültekin, B., Erdem, S.: Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey. Emerald Ink Publishing, London (2021) Gültekin, B., Erdem, S.: Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey. Emerald Ink Publishing, London (2021)
10.
go back to reference Hübner, A., Wollenburg, J.: Retail logistics in the transition from multi-channel to omni-channel. Int. J. Phys. Distrib. Logist. Manag. 46(6/7), 562–583 (2016)CrossRef Hübner, A., Wollenburg, J.: Retail logistics in the transition from multi-channel to omni-channel. Int. J. Phys. Distrib. Logist. Manag. 46(6/7), 562–583 (2016)CrossRef
11.
go back to reference James, W.: Omni-channel research framework in the context of personal selling and sales management. J. Res. Interact. Mark. 10, 2–16 (2016)CrossRef James, W.: Omni-channel research framework in the context of personal selling and sales management. J. Res. Interact. Mark. 10, 2–16 (2016)CrossRef
12.
go back to reference Darrell, K.: The future of shopping. J. Harward Business Review, The Future of Shopping. (hbr.org) Darrell, K.: The future of shopping. J. Harward Business Review, The Future of Shopping. (hbr.org)
13.
go back to reference Klaus, P., Manthiou, A.: Applying the EEE customer mindset in luxury: reevaluating customer experience research and practice during and after Corona. J. Serv. Manag. 31(6), 1175–1183 (2020)CrossRef Klaus, P., Manthiou, A.: Applying the EEE customer mindset in luxury: reevaluating customer experience research and practice during and after Corona. J. Serv. Manag. 31(6), 1175–1183 (2020)CrossRef
15.
go back to reference Lim, S.F.W.T., Srai, J.S.: Examining the anatomy of last-mile distribution in e-commerce omnichannel retailing: a supply network configuration approach. Int. J. Oper. Prod. Manag. 38(9), 1735–1764 (2018)CrossRef Lim, S.F.W.T., Srai, J.S.: Examining the anatomy of last-mile distribution in e-commerce omnichannel retailing: a supply network configuration approach. Int. J. Oper. Prod. Manag. 38(9), 1735–1764 (2018)CrossRef
20.
go back to reference Orús, C., Gurrea, R., Ibáñez-Sánchez, S.: The impact of consumers’ positive online recommendations on the omnichannel webrooming experience. Span. J. Mark. 23(3), 397–414 (2019) Orús, C., Gurrea, R., Ibáñez-Sánchez, S.: The impact of consumers’ positive online recommendations on the omnichannel webrooming experience. Span. J. Mark. 23(3), 397–414 (2019)
21.
go back to reference Karacali, J., Gultekin, S.: Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey. Emerald Ink Publishing, London (2019) Karacali, J., Gultekin, S.: Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey. Emerald Ink Publishing, London (2019)
22.
go back to reference Oktay, B.: Consumer Behavior in Omnichannel Retailing. Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey. Emerald Publishing Limited, 75–95 (2020) Oktay, B.: Consumer Behavior in Omnichannel Retailing. Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey. Emerald Publishing Limited, 75–95 (2020)
24.
go back to reference Rana, A., Shankar, R.: Crisis or opportunity: Marks and Spencer’s tryst with Indian retail. CASE J. 16(6), 671–690 (2020)CrossRef Rana, A., Shankar, R.: Crisis or opportunity: Marks and Spencer’s tryst with Indian retail. CASE J. 16(6), 671–690 (2020)CrossRef
25.
go back to reference Ridder, H.G., Hoon, C., McCandless, A.: The theoretical contribution of case study research to the field of strategy and management. Res. Methodol. Strat. Manag. 4, 137–175 (2009)CrossRef Ridder, H.G., Hoon, C., McCandless, A.: The theoretical contribution of case study research to the field of strategy and management. Res. Methodol. Strat. Manag. 4, 137–175 (2009)CrossRef
26.
go back to reference Truong, T.H.H.: The drivers of omni-channel shopping intention: a case study for fashion retailing sector in Danang, Vietnam. J. Asian Bus. Econ. Stud. 28(2) (2021) Truong, T.H.H.: The drivers of omni-channel shopping intention: a case study for fashion retailing sector in Danang, Vietnam. J. Asian Bus. Econ. Stud. 28(2) (2021)
27.
go back to reference Xi, L., Huazhong, Z.: Digitalization and Omnichannel Retailing. The Oxford Handbook of Supply Chain Management. Wagner (2019) Xi, L., Huazhong, Z.: Digitalization and Omnichannel Retailing. The Oxford Handbook of Supply Chain Management. Wagner (2019)
Metadata
Title
Fast-Growing eCommerce and Omnichannel Concept Development: Empirical Evidence from Russian Retail
Author
Oksana Piskunova
Copyright Year
2022
DOI
https://doi.org/10.1007/978-3-030-93715-7_35

Premium Partner