Omni-Channel Retailing

An Analysis of Channel Interdependencies, Integration Services and Specific Marketing Instruments

verfasst von: Amelie Winters

Verlag: Springer Fachmedien Wiesbaden

Buchreihe : Reihe Handel und Internationales Marketing / Series Retailing and International Marketing

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

Amelie Winters investigates omni-channel strategies in retail and provides new insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that retailer should focus on the interdependencies between major purchase channels and emphasizes the need to identify supportive stimuli and cues, such as integration services and online- and omni-channel-specific marketing instruments, to support such transfers and improve behavioral outcomes at the retailer and channel level.

Inhaltsverzeichnis

Frontmatter

Chapter 1. Introduction

Abstract

The retail landscape has changed over the last decade. New channels have been added to traditional ones, transforming formerly brick-and-mortar retailers into multi- and omni-channel retailers.

Amelie Winters

Chapter 2. Study 1: Reciprocity within Major Retail Purchase Channels and their Effects on Overall, Offline and Online Loyalty

Abstract

This study addresses reciprocal effects, i.e., consumers’ attitudes towards major offline and online purchase channels influence one another in a loop (Kwon and Lennon 2009a; Nagase and Kano 2017). These transfers occur in today’s retail environment as associations with one channel transfer to other channels and affect purchase behavior (Shen et al. 2018). The effects are relevant for multi-channel retailers that offer more than one channel and for omni-channel retailers that additionally offer seamless experiences across integrated channels and further touchpoints, which are not studied subsequently (Valentini, Neslin and Montaguti 2020; Verhoef, Kannan and Inman 2015).

Amelie Winters

Chapter 3. Study 2: Effects of Perceived Offline-Online and Online-Offline Channel Integration Services

Abstract

Firms use channel integration services, i.e., technology-based solutions that allow customers to execute different interactive activities across physical and online channels, to provide consumers a seamless experience. These services provide consumers knowledge about and ease of access to a channel, i.e.

Amelie Winters

Chapter 4. Study 3: Importance of Marketing Instruments for Repurchase Intentions in Omni-Channel Retailing

Abstract

Omni-channel retailers offering a seamless experience across channels increasingly compete for consumers online, e.g., in the fashion sector, where ten of the top 20 firms worldwide are online players (EcommerceDB 2020). They have to orchestrate online- and omni-channel-specific instruments to benefit from cross-channel effects (e.g., aesthetic appeal or online-offline integration, Toufaily and Pons 2017; Yang et al. 2020). However, effective orchestration depends on the relative importance of instruments and on mechanisms that affect consumer behavior (Bleier, Harmeling and Palmatier 2019).

Amelie Winters

Chapter 5. Final Remarks

Abstract

Instead of viewing physical and online channels as independent of each other, retailers have realized that they can remain competitive and retain loyal customers by supporting image transfer between channels. They increasingly recognize that offering channel integration services and successfully orchestrating online- and omni-channel-specific instruments further supports such interdependencies to create a seamless experience. However, retailers still face the challenge of how to more effectively engage consumers from different channels and adapt their practices to meet these challenges.

Amelie Winters

Backmatter

Titel: Omni-Channel Retailing
verfasst von: Amelie Winters
Verlag: Springer Fachmedien Wiesbaden
Electronic ISBN: 978-3-658-34707-9
Print ISBN: 978-3-658-34706-2
DOI: https://doi.org/10.1007/978-3-658-34707-9