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首页> 外文期刊>International Journal of Business and Management >The New Paradigm of the Omnichannel Retailing: Key Drivers, New Challenges and Potential Outcomes Resulting from the Adoption of an Omnichannel Approach
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The New Paradigm of the Omnichannel Retailing: Key Drivers, New Challenges and Potential Outcomes Resulting from the Adoption of an Omnichannel Approach

机译：全渠道零售的新范例：采用全渠道方法带来的主要驱动因素，新挑战和潜在结果

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The rise of the Internet, mobile technologies and digital disruption have changed the retail business as well as the implementation of the levers of retail mix and the behavior of shoppers. Online channel has become an appealing channel where retailers can sell their products and services. The proliferation of channels and touch points has affected not only consumer behavior but also companies' business models. Many retailers have started to develop multichannel and omnichannel strategies by adding new channels through which interact with the customers. Retailers are now concentrating on how shoppers are influenced by new technologies and how they switch across channels during their research and buying process. Omnichannel retailing, defined as the conceptualization of the complete integration of all channels, with no distinction between the online and the physical channel, is the new retailing paradigm of today. The topic itself is particularly relevant as technological development continue to disrupt retail strategies and practitioners are debating as to how to respond. Particularly, managers are worried about how to manage the several touch points, which are now simultaneously available to customers. Concerning with the present research, we attempt to describe this development by analyzing the existing literature about topics that we can classify within the omnichannel paradigm. In order to explain how both literature and business models are moving from multichannel retailing towards the implementation of omnichannel strategies, we follow a blended approach based on literature review, theoretical background as well as some interesting managerial insights resulting from business’ case histories. To address the concerns of managers and retailers about the new challenges they will need to face in implementing an omnichannel retailing approach, we present a theoretical framework, concerning with the adoption of the omnichannel as an innovative strategy in the overall marketing strategies. To deal with the topic we start from three research questions that guide our literature review as well as our theoretical framework. We investigate what are the key drivers that have stimulated retailers to develop an omnichannel retailing strategy, what are the new challenges that retailers will need to face when they decide to implement an omnichannel strategy in their overall marketing strategy and finally what are the possible outcomes of a correct and successful implementation of an omnichannel retailing strategy. Therefore, our theoretical framework explains key drivers, new challenges and potential outcomes coming from the adoption of the omnichannel retailing in order to help managers and practitioners who might decide to enter the omnichannel retailing.
机译：互联网的兴起，移动技术的发展和数字化的颠覆改变了零售业务以及零售组合杠杆和购物者行为的实施。在线渠道已成为零售商可以出售其产品和服务的吸引人的渠道。渠道和接触点的激增不仅影响了消费者的行为，还影响了公司的商业模式。许多零售商已经开始通过添加新渠道与客户互动来制定多渠道和全渠道战略。零售商现在专注于购物者如何受到新技术的影响以及他们在研究和购买过程中如何跨渠道切换。全渠道零售被定义为所有渠道完全集成的概念，在线和实体渠道之间没有区别，是当今的新零售范例。随着技术的发展继续破坏零售策略，并且从业者正在就如何应对进行辩论，该主题本身尤其相关。尤其是，管理人员担心如何管理几个接触点，这些接触点现在可供客户同时使用。关于本研究，我们试图通过分析有关可以在全渠道范式中分类的主题的现有文献来描述这种发展。为了说明文献和商业模式是如何从多渠道零售向全渠道战略的实施转变的，我们采用了一种基于文献综述，理论背景以及商业案例历史产生的有趣管理见解的混合方法。为了解决管理人员和零售商对实施全渠道零售方法将面临的新挑战的担忧，我们提出了一个理论框架，涉及在整体营销策略中采用全渠道作为创新策略。为了解决这个问题，我们从三个研究问题开始，这些问题指导我们的文献综述以及我们的理论框架。我们调查了哪些因素促使零售商制定了全渠道零售战略，零售商在决定在其整体营销策略中实施全渠道战略时将面临哪些新挑战，以及最终的可能结果是什么？正确，成功地实施全渠道零售策略。因此，我们的理论框架解释了采用全渠道零售带来的主要驱动因素，新挑战和潜在结果，以帮助可能决定进入全渠道零售的管理人员和从业人员。

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