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Exploring Omni-Channels for Customer-Centric e-Tailing

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  • Hokey Min

    (Maurer Center 312, Department of Management, Schmidthorst College of Business, Bowling Green State University, Bowling Green, OH 43403, USA)

Abstract

In this volatile post-COVID environment where customers look for ways to order products online using personal computers and mobile devices, a traditional sale/delivery of products via single distribution channel needs to be reassessed. As a revolutionary alternative to a conventional distribution channel, this paper proposes an omni-channel strategy. The omni-channel aims to maximize the customer shopping experience by diversifying and integrating the product purchase and delivery media through customer engagement. The omni-channel also facilitates the sales of products by allowing customers to seamlessly interact with retailers across the multiple channels such as websites, social media, brick-and-mortar stores, kiosks, call centers, and the like. Since the transformation of product sale, purchase, and delivery processes requires a new business mindset and innovative strategic initiatives, this paper sheds light on potential challenges and opportunities of implementing the omni-channel strategy, while identifying key success factors for the application of the omni-channel concept to e-tailing.

Suggested Citation

  • Hokey Min, 2021. "Exploring Omni-Channels for Customer-Centric e-Tailing," Logistics, MDPI, vol. 5(2), pages 1-10, May.
    • Handle: RePEc:gam:jlogis:v:5:y:2021:i:2:p:31-:d:561697
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    References listed on IDEAS

    as
    1. Fei Gao & Xuanming Su, 2017. "Online and Offline Information for Omnichannel Retailing," Manufacturing & Service Operations Management, INFORMS, vol. 19(1), pages 84-98, February.
    2. David R. Bell & Santiago Gallino & Antonio Moreno, 2018. "Offline Showrooms in Omnichannel Retail: Demand and Operational Benefits," Management Science, INFORMS, vol. 64(4), pages 1629-1651, April.
    3. Stewart, Jeanine S. & Oliver, Elizabeth Goad & Cravens, Karen S. & Oishi, Shigehiro, 2017. "Managing millennials: Embracing generational differences," Business Horizons, Elsevier, vol. 60(1), pages 45-54.
    4. Vakulenko, Yulia & Shams, Poja & Hellström, Daniel & Hjort, Klas, 2019. "Service innovation in e-commerce last mile delivery: Mapping the e-customer journey," Journal of Business Research, Elsevier, vol. 101(C), pages 461-468.
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    Cited by:

    1. Chang, Victor & Doan, Le Minh Thao & Ariel Xu, Qianwen & Hall, Karl & Anna Wang, Yuanyuan & Mustafa Kamal, Muhammad, 2023. "Digitalization in omnichannel healthcare supply chain businesses: The role of smart wearable devices," Journal of Business Research, Elsevier, vol. 156(C).

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