Skip to main content
main-content
Top

Hint

Swipe to navigate through the chapters of this book

2021 | OriginalPaper | Chapter

2. Omnichannel Retailing and Brand Equity: A New Balance to Achieve

Authors : Claudio Becagli, Matilde Milanesi

Published in: The Art of Digital Marketing for Fashion and Luxury Brands

Publisher: Springer International Publishing

share
SHARE

Abstract

Over the last decades, consumers have started to use different channels and touchpoints at any stage of their shopping journey, and the internet and technologies have become relevant tools to ease their shopping experience. Many devices, such as smartphones and tablets, are increasingly used to search for product information, reviews and prices, to provide feedback and advocacy, to interact with a brand and, finally, to buy online. Consequently, traditional retailing had to gradually adapt itself to a new buying reality, first through the building of a multichannel environment, then through the adoption of an omnichannel approach aimed at providing a seamless shopping experience with the integration of channels and customer touchpoints. Starting from this background, this chapter delves into the shift from a multichannel to an omnichannel approach by retailing companies, and the implications for customer-based brand equity (CBBE). In particular, the chapter presents the main differences between multichannel and omnichannel retailing, then, the main features of the omnichannel approach are shown. The chapter discusses how to build and manage CBBE in omnichannel retailing, especially for luxury fashion companies, and proposes avenues for future research.
Literature
go back to reference Agatz, N. A., Fleischmann, M., & Van Nunen, J. A. (2008). E-fulfillment and multi-channel distribution–A review. European Journal of Operational Research, 187(2), 339–356. CrossRef Agatz, N. A., Fleischmann, M., & Van Nunen, J. A. (2008). E-fulfillment and multi-channel distribution–A review. European Journal of Operational Research, 187(2), 339–356. CrossRef
go back to reference Aiolfi, S., & Sabbadin, E. (2019). Fashion and new luxury digital disruption: The new challenges of fashion between omnichannel and traditional retailing. International Journal of Business and Management, 14(8). Aiolfi, S., & Sabbadin, E. (2019). Fashion and new luxury digital disruption: The new challenges of fashion between omnichannel and traditional retailing. International Journal of Business and Management, 14(8).
go back to reference Alexander, B., & Cano, M. B. (2020). Store of the future: towards a (re) invention and (re) imagination of physical store space in an omnichannel context. Journal of Retailing and Consumer Services, 55,. CrossRef Alexander, B., & Cano, M. B. (2020). Store of the future: towards a (re) invention and (re) imagination of physical store space in an omnichannel context. Journal of Retailing and Consumer Services, 55,. CrossRef
go back to reference Arrigo, E. (2018). The flagship stores as sustainability communication channels for luxury fashion retailers. Journal of Retailing and Consumer Services, 44, 170–177. CrossRef Arrigo, E. (2018). The flagship stores as sustainability communication channels for luxury fashion retailers. Journal of Retailing and Consumer Services, 44, 170–177. CrossRef
go back to reference Avery, J., Steenburgh, T. J., Deighton, J., & Caravella, M. (2012). Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time. Journal of Marketing, 76(3), 96–111. CrossRef Avery, J., Steenburgh, T. J., Deighton, J., & Caravella, M. (2012). Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time. Journal of Marketing, 76(3), 96–111. CrossRef
go back to reference Becagli, C., Ranfagni S., & Faraoni, M. (2020). A research approach to combine brand alignment with social engagement: an insight into online fashion communities. Interdisciplinary Journal of Economics and Business Law, 9, 131–157, ISSN: 2047–8747. Becagli, C., Ranfagni S., & Faraoni, M. (2020). A research approach to combine brand alignment with social engagement: an insight into online fashion communities. Interdisciplinary Journal of Economics and Business Law, 9, 131–157, ISSN: 2047–8747.
go back to reference Beck, N., & Rygl, D. (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 Beck, N., & Rygl, D. (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
go back to reference Bell, D., Gallino, S., Moreno, A., Yoder, J., & Ueda, D. (2018). The store is dead—Long live the store. MIT Sloan Management Review, Spring, 59–66. Bell, D., Gallino, S., Moreno, A., Yoder, J., & Ueda, D. (2018). The store is dead—Long live the store. MIT Sloan Management Review, Spring, 59–66.
go back to reference Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313–327. CrossRef Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313–327. CrossRef
go back to reference Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing (pp. 1–7). Cambridge: MIT Press. Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing (pp. 1–7). Cambridge: MIT Press.
go back to reference Burke, R. R. (2002). Technology and the customer interface: What consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30(4), 411–432. CrossRef Burke, R. R. (2002). Technology and the customer interface: What consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30(4), 411–432. CrossRef
go back to reference Cassab, H. (2009). Investigating the dynamics of service attributes in multi-channel environments. Journal of Retailing and Consumer Services, 16(1), 25–30. CrossRef Cassab, H. (2009). Investigating the dynamics of service attributes in multi-channel environments. Journal of Retailing and Consumer Services, 16(1), 25–30. CrossRef
go back to reference Christensen, C. M., & Raynor, M. E. (2003). The innovator’s solution: Using good theory to solve the dilemmas of growth. Boston: Harvard Business School Press. Christensen, C. M., & Raynor, M. E. (2003). The innovator’s solution: Using good theory to solve the dilemmas of growth. Boston: Harvard Business School Press.
go back to reference Galipoglu, E., Kotzab, H., Teller, C., Hüseyinoglu, I. Ö. Y., & Pöppelbuß, J. (2018). Omni-channel retailing research—State of the art and intellectual foundation. International Journal of Physical Distribution & Logistics Management, 48(4), 365–390. CrossRef Galipoglu, E., Kotzab, H., Teller, C., Hüseyinoglu, I. Ö. Y., & Pöppelbuß, J. (2018). Omni-channel retailing research—State of the art and intellectual foundation. International Journal of Physical Distribution & Logistics Management, 48(4), 365–390. CrossRef
go back to reference Goersch, D. (2002). Multi-channel integration and its implications for retail web sites. ECIS 2002 Proceedings, 11. Goersch, D. (2002). Multi-channel integration and its implications for retail web sites. ECIS 2002 Proceedings, 11.
go back to reference Guercini, S., & Milanesi, M. (2017). Extreme luxury fashion: Business model and internationalization process. International Marketing Review, 34(3), 403–424. CrossRef Guercini, S., & Milanesi, M. (2017). Extreme luxury fashion: Business model and internationalization process. International Marketing Review, 34(3), 403–424. CrossRef
go back to reference Guercini, S., Milanesi, M., Mir-Bernal, P., & Runfola, A. (2020). Surfing the waves of new marketing in luxury fashion: The case of online multi-brand retailers. In Martínez-López, F. J., & D’Alessandro, S. (Eds.), Advances in digital marketing and ecommerce. Springer Proceedings in Business and Economics. Guercini, S., Milanesi, M., Mir-Bernal, P., & Runfola, A. (2020). Surfing the waves of new marketing in luxury fashion: The case of online multi-brand retailers. In Martínez-López, F. J., & D’Alessandro, S. (Eds.), Advances in digital marketing and ecommerce. Springer Proceedings in Business and Economics.
go back to reference Guercini, S., & Runfola, A. (2015). Internationalization through e-commerce. The case of multibrand luxury retailers in the fashion industry. Advances in International Marketing, 26, 15–31. Guercini, S., & Runfola, A. (2015). Internationalization through e-commerce. The case of multibrand luxury retailers in the fashion industry. Advances in International Marketing, 26, 15–31.
go back to reference Jebarajakirthy, C., Yadav, R., & Shankar, A. (2020). Insights for luxury retailers to reach customers globally. Marketing Intelligence & Planning, 38(7), 797–811. CrossRef Jebarajakirthy, C., Yadav, R., & Shankar, A. (2020). Insights for luxury retailers to reach customers globally. Marketing Intelligence & Planning, 38(7), 797–811. CrossRef
go back to reference Kapferer, J. N. (2017). Lusso: Nuove sfide, nuovi sfidanti. Milano: FrancoAngeli. Kapferer, J. N. (2017). Lusso: Nuove sfide, nuovi sfidanti. Milano: FrancoAngeli.
go back to reference Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. CrossRef Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. CrossRef
go back to reference Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands (pp. 3–27). Cambridge, MA: Marketing Science Institute. Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands (pp. 3–27). Cambridge, MA: Marketing Science Institute.
go back to reference Keller, K. L. (2003). Brand synthesis: The multi-dimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600. CrossRef Keller, K. L. (2003). Brand synthesis: The multi-dimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600. CrossRef
go back to reference Keller, K. L. (2008). Strategic brand management: Building, measuring and managing brand equity (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Keller, K. L. (2008). Strategic brand management: Building, measuring and managing brand equity (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
go back to reference Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of Interactive Marketing, 24(2), 58–70. CrossRef Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of Interactive Marketing, 24(2), 58–70. CrossRef
go back to reference Keller, K. L. (2016). Reflections on customer-based brand equity: Perspectives, progress, and priorities. AMS Review, 6(1–2), 1–16. CrossRef Keller, K. L. (2016). Reflections on customer-based brand equity: Perspectives, progress, and priorities. AMS Review, 6(1–2), 1–16. CrossRef
go back to reference Keller, K. L., & Lehmann, D. R. (2003). How do brands create value?. Marketing Management, 12(3), 26. Keller, K. L., & Lehmann, D. R. (2003). How do brands create value?. Marketing Management, 12(3), 26.
go back to reference Kwon, W. S., & Lennon, S. J. (2009). Reciprocal effects between multichannel retailers’ offline and online brand images. Journal of Retailing, 85(3), 376–390. CrossRef Kwon, W. S., & Lennon, S. J. (2009). Reciprocal effects between multichannel retailers’ offline and online brand images. Journal of Retailing, 85(3), 376–390. CrossRef
go back to reference Larke, R., Kilgour, M., & O’Connor, H. (2018). Build touchpoints and they will come: Transitioning to omnichannel retailing. International Journal of Physical Distribution & Logistics Management, 48(4), 465–483. CrossRef Larke, R., Kilgour, M., & O’Connor, H. (2018). Build touchpoints and they will come: Transitioning to omnichannel retailing. International Journal of Physical Distribution & Logistics Management, 48(4), 465–483. CrossRef
go back to reference Lazaris, C., & Vrechopoulos, A. (2014, June). From multi-channel to “omnichannel” retailing: Review of the literature and calls for research. In 2nd International Conference on Contemporary Marketing Issues (ICCMI), Vol. 6. Lazaris, C., & Vrechopoulos, A. (2014, June). From multi-channel to “omnichannel” retailing: Review of the literature and calls for research. In 2nd International Conference on Contemporary Marketing Issues (ICCMI), Vol. 6.
go back to reference Lee, Z. W., Chan, T. K., Chong, A. Y. L., & Thadani, D. R. (2019). Customer engagement through omnichannel retailing: The effects of channel integration quality. Industrial Marketing Management, 77, 90–101. CrossRef Lee, Z. W., Chan, T. K., Chong, A. Y. L., & Thadani, D. R. (2019). Customer engagement through omnichannel retailing: The effects of channel integration quality. Industrial Marketing Management, 77, 90–101. CrossRef
go back to reference Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. CrossRef Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. CrossRef
go back to reference Levy, M., Weitz, B., & Grewal, D. (2013). Retailing management (9th ed.). New York, NY, USA: McGraw-Hill Education. Levy, M., Weitz, B., & Grewal, D. (2013). Retailing management (9th ed.). New York, NY, USA: McGraw-Hill Education.
go back to reference Melero, I., Sese, F. J., & Verhoef, P. C. (2016). Recasting the customer experience in today’s omni-channel environment. Universia Business Review, 2016(50), 18–37. Melero, I., Sese, F. J., & Verhoef, P. C. (2016). Recasting the customer experience in today’s omni-channel environment. Universia Business Review, 2016(50), 18–37.
go back to reference Milanesi, M. (2020). Liabilities and networks in the internationalization of fashion retailing. Milano: FrancoAngeli. Milanesi, M. (2020). Liabilities and networks in the internationalization of fashion retailing. Milano: FrancoAngeli.
go back to reference Nash, D., Armstrong, D., & Robertson, M. (2013). Customer experience 2.0: How data, technology, and advanced analytics are taking an integrated, seamless customer experience to the next frontier. Journal of Integrated Marketing Communications, 1(1), 32–39. Nash, D., Armstrong, D., & Robertson, M. (2013). Customer experience 2.0: How data, technology, and advanced analytics are taking an integrated, seamless customer experience to the next frontier. Journal of Integrated Marketing Communications, 1(1), 32–39.
go back to reference Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., et al. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95–112. CrossRef Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., et al. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95–112. CrossRef
go back to reference Otto, J. R., & Chung, Q. B. (2000). A framework for cyber-enhanced retailing: Integrating e-commerce retailing with brick-and-mortar retailing. Electronic Markets, 10(3), 185–191. CrossRef Otto, J. R., & Chung, Q. B. (2000). A framework for cyber-enhanced retailing: Integrating e-commerce retailing with brick-and-mortar retailing. Electronic Markets, 10(3), 185–191. CrossRef
go back to reference Ozuem, W., Howell, K. E., & Lancaster, G. (2008). Communicating in the new interactive marketspace. European Journal of Marketing, 42(9/10), 1059–1083. CrossRef Ozuem, W., Howell, K. E., & Lancaster, G. (2008). Communicating in the new interactive marketspace. European Journal of Marketing, 42(9/10), 1059–1083. CrossRef
go back to reference Ozuem, W., Patel, A., Howell, K. E., & Lancaster, G. (2017). An exploration of customers’ response to online service recovery initiatives. International Journal of Market Research, 59(1), 97–116. Ozuem, W., Patel, A., Howell, K. E., & Lancaster, G. (2017). An exploration of customers’ response to online service recovery initiatives. International Journal of Market Research, 59(1), 97–116.
go back to reference Ozuem, W., Thomas, T., & Lancaster, G. (2016). The influence of customer loyalty on small island economies: an empirical and exploratory study. Journal of Strategic Marketing, 24(6), 447–469. CrossRef Ozuem, W., Thomas, T., & Lancaster, G. (2016). The influence of customer loyalty on small island economies: an empirical and exploratory study. Journal of Strategic Marketing, 24(6), 447–469. CrossRef
go back to reference Parker, R., & Hand, L. (2009). Satisfying the omnichannel consumers whenever and wherever they shop. IDC Retail Insights. Parker, R., & Hand, L. (2009). Satisfying the omnichannel consumers whenever and wherever they shop. IDC Retail Insights.
go back to reference Picot-Coupey, K., Huré, E., Piveteau, L., Towers, N., & Kotzab, H. (2016). Channel design to enrich customers’ shopping experiences: synchronizing clicks with bricks in an omni-channel perspective-the Direct Optic case. International Journal of Retail & Distribution Management, 44(3), 284–300. CrossRef Picot-Coupey, K., Huré, E., Piveteau, L., Towers, N., & Kotzab, H. (2016). Channel design to enrich customers’ shopping experiences: synchronizing clicks with bricks in an omni-channel perspective-the Direct Optic case. International Journal of Retail & Distribution Management, 44(3), 284–300. CrossRef
go back to reference Rangaswamy, A., & Van Bruggen, G. H. (2005). Opportunities and challenges in multichannel marketing: An introduction to the special issue. Journal of Interactive Marketing, 19(2), 5–11. CrossRef Rangaswamy, A., & Van Bruggen, G. H. (2005). Opportunities and challenges in multichannel marketing: An introduction to the special issue. Journal of Interactive Marketing, 19(2), 5–11. CrossRef
go back to reference Rapp, A., Baker, T. L., Bachrach, D. G., Ogilvie, J., & Beitelspacher, L. S. (2015). Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance. Journal of Retailing, 91(2), 358–369. CrossRef Rapp, A., Baker, T. L., Bachrach, D. G., Ogilvie, J., & Beitelspacher, L. S. (2015). Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance. Journal of Retailing, 91(2), 358–369. CrossRef
go back to reference Rigby, D. (2011). The future of shopping. Harvard Business Review, 89(12), 65–76. Rigby, D. (2011). The future of shopping. Harvard Business Review, 89(12), 65–76.
go back to reference Rosengren, S., Lange, F., Hernant, M., & Blom, A. (2018). Catering to the digital consumer: From multichannel to omnichannel retailing. In P. Andersson, S. Movin, M. Mähring, R. Teigland, & K. Wennberg (Eds.), Managing digital transformation. Stockholm School of Economics Institute for Research: Stockholm, Sweden. Rosengren, S., Lange, F., Hernant, M., & Blom, A. (2018). Catering to the digital consumer: From multichannel to omnichannel retailing. In P. Andersson, S. Movin, M. Mähring, R. Teigland, & K. Wennberg (Eds.), Managing digital transformation. Stockholm School of Economics Institute for Research: Stockholm, Sweden.
go back to reference Schoenbachler, D. D., & Gordon, G. L. (2002). Multi-channel shopping: Understanding what drives channel choice. Journal of Consumer Marketing, 19(1), 42–53. CrossRef Schoenbachler, D. D., & Gordon, G. L. (2002). Multi-channel shopping: Understanding what drives channel choice. Journal of Consumer Marketing, 19(1), 42–53. CrossRef
go back to reference Shen, X. L., Li, Y. J., Sun, Y., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, 109, 61–73. CrossRef Shen, X. L., Li, Y. J., Sun, Y., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, 109, 61–73. CrossRef
go back to reference Silva, S. C., Duarte, P., & Sundetova, A. (2020). Multichannel versus omnichannel: a price-segmented comparison from the fashion industry. International Journal of Retail & Distribution Management, 48(4), 417–4130. CrossRef Silva, S. C., Duarte, P., & Sundetova, A. (2020). Multichannel versus omnichannel: a price-segmented comparison from the fashion industry. International Journal of Retail & Distribution Management, 48(4), 417–4130. CrossRef
go back to reference Sorescu, A., Frambach, R. T., Singh, J., Rangaswamy, A., & Bridges, C. (2011). Innovations in retail business models. Journal of Retailing, 87, S3–S16. CrossRef Sorescu, A., Frambach, R. T., Singh, J., Rangaswamy, A., & Bridges, C. (2011). Innovations in retail business models. Journal of Retailing, 87, S3–S16. CrossRef
go back to reference Steinfield, C. (2002). Understanding click and mortar e-commerce approaches: A conceptual framework and research agenda. Journal of Interactive Advertising, 2(2), 1–10. CrossRef Steinfield, C. (2002). Understanding click and mortar e-commerce approaches: A conceptual framework and research agenda. Journal of Interactive Advertising, 2(2), 1–10. CrossRef
go back to reference Verhoef, P. C., Kannan, P. K., & Inman, J. J. (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., Kannan, P. K., & Inman, J. J. (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
go back to reference Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129–148. CrossRef Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129–148. CrossRef
go back to reference Yurova, Y., Rippé, C. B., Weisfeld-Spolter, S., Sussan, F., & Arndt, A. (2017). Not all adaptive selling to omni-consumers is influential: The moderating effect of product type. Journal of Retailing and Consumer Services, 34, 271–277. CrossRef Yurova, Y., Rippé, C. B., Weisfeld-Spolter, S., Sussan, F., & Arndt, A. (2017). Not all adaptive selling to omni-consumers is influential: The moderating effect of product type. Journal of Retailing and Consumer Services, 34, 271–277. CrossRef
Metadata
Title
Omnichannel Retailing and Brand Equity: A New Balance to Achieve
Authors
Claudio Becagli
Matilde Milanesi
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-030-70324-0_2