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An agent-based simulation model for analyzing and optimizing omni-channel retailing operation decisions

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  • Li, Jing
  • Liu, XiaoWen

Abstract

With the advent of digitalization, the retail industry has undergone significant transformations, ushering in the era of omni-channel. However, most retailers struggle with stagnant omni-channel transformation due to limited decision analysis tools and quantitative research. This study utilizes case study data and Agent-Based Modeling (ABM) to compare three retail models: brick & mortar, pure-play e-tailer, and omni-channel. Through a comprehensive evaluation of enterprise, social, and consumer utilities, the omni-channel model emerges as the optimal choice. The study also offers optimization suggestions and simulation tool for the omni-channel retailers.

Suggested Citation

  • Li, Jing & Liu, XiaoWen, 2024. "An agent-based simulation model for analyzing and optimizing omni-channel retailing operation decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001413
    DOI: 10.1016/j.jretconser.2024.103845
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