Omnichannel retailing, from the focus on consumer behavior through organizational and retailer impact: A systematic review from a marketing perspective

In an increasingly digital world characterized by the rise of web 5.0, mobile internet, and broadband, companies find themselves in a process of profound adaptation. The different modes of interaction with customers also undergo systematic transformations due to the revolution that technology, especially the Internet is imposing on the market. So, this work aims to understand the complexity of Omnichannel retailing using bibliometrics and a systematic review of methodological strategies. This study also presents an investigation of the aforementioned theme considering the marketing lens as the main approach. The research was conducted in seven databases to list the main articles on the topic. The search terms were "Omnichannel" and its main variant "omnichannel". The databases used were: Google Scholar, Web Science, Scopus, Ebsco Host. The main results indicate that marketing researchers are addressing omnichannel from the consumer's perspective (consumer experiences and the importance of the customer journey in omnichannel retailing), the business strategies adopted by companies to act in this retail format (investments in technology to integrate performance across different channels), and the interaction of marketing with other organizational domains (integration of the marketing domain with other domains to act in this retailing context). In conclusion, we suggest the following research perspectives: a) themes for understanding the customer’s journey; b) stages covered and how consumer experiences can impact new purchases; c) understanding how companies are preparing to deal with this omnichannel scenario.In an increasingly digital world characterized by the rise of web 5.0, mobile internet, and broadband, companies find themselves in a process of profound adaptation. The different modes of interaction with customers also undergo systematic transformations due to the revolution that technology, especially the Internet is imposing on the market. So, this work aims to understand the complexity of Omnichannel retailing using bibliometrics and a systematic review of methodological strategies. This study also presents an investigation of the aforementioned theme considering the marketing lens as the main approach. The research was conducted in seven databases to list the main articles on the topic. The search terms were "Omnichannel" and its main variant "omnichannel". The databases used were: Google Scholar, Web Science, Scopus, Ebsco Host. The main results indicate that marketing researchers are addressing omnichannel from the consumer's perspective (consumer experiences and the importance of the customer journey in omnichannel retailing), the business strategies adopted by companies to act in this retail format (investments in technology to integrate performance across different channels), and the interaction of marketing with other organizational domains (integration of the marketing domain with other domains to act in this retailing context). In conclusion, we suggest the following research perspectives: a) themes for understanding the customer’s journey; b) stages covered and how consumer experiences can impact new purchases; c) understanding how companies are preparing to deal with this omnichannel scenario

Omnichannel Management in a B2B context: concept, research agenda and bibliometric review

The COVID-19 pandemic has driven increases in the provision of services through digitalchannels, even by more traditional companies. An Omnichannel model of service provisionposes new management challenges for companies. This research reviews the literature onOmnichannel Management by companies whose clients are other companies (B2B) andclassifies the different areas of research to date. The principal finding is that, despite considerable academic interest in Omnichannel management, there have been few studies of Omnichannel in the B2B field. This emphasizes a significant research gap to address. We have also outlined the Research Agenda to highlight future lines of research

Big data and supply chain management: A marriage of convenience?

Big data is the new “guy about town.” Indeed, the buzz about Big Data and business intelligence (BI) as drivers of business information data collection and analysis continues to build steam. But it seems not everyone is taking notice. Whilst scholars in main are excited about the “fields of possibilities” big data and related analytics offer, in terms of optimising firm capabilities, supply chain scholars have been surprisingly quiet. In this work we hope to break this silence and we achieve this through a comprehensive survey of the literature with the aim of exposing the dynamics of big data analytics in the supply chain context. Our findings suggest that the benefits of a big data driven supply chain are many on the proviso that organisations can overcome their own myopic understanding of this socio-technical phenomenon. However, this is not to suggest a one-size fits all approach, our findings also reveal that adopting a big data strategy in the supply chain is a strategic decision and as such, given the idiosyncrasies of industries, firms should leverage these technologies in congruence with their core capabilities. Strategic fit between a firm core competences and its big data strategy creates causal ambiguity which can in turn lead to sustainable competitive advantage

Emergent Digital Strategies and Networks: Advancements to Service Management Research

The purpose of this research is to report and explore new channel strategies, which allow delivering services through new digital technologies. Therefore, we have conducted an in-depth qualitative case study to generate comprehensiveness and rich knowledge. The case focused on a Private bank in Portugal and counted with several sources of data collection, gathering 42 semi-structured interviews, more than 80 direct observations and more than 3,600 internal documents, for triangulation and corroboration purposes. The results suggest that organizational synergies are changing the business landscape by encompassing triadic elements channels-services-firms. While some organizations are implementing this strategy around the world, we found that it provides greater channel freedom of choice to customers when compared with the previous strategies. Thus, our findings identify a set of potential advantages, as well as risks of adopting digital business networks as a strategy. This article also studies technologydriven solutions in business networks, as customers are becoming active co-producers.info:eu-repo/semantics/publishedVersio

30th International Conference on Information Modelling and Knowledge Bases

Information modelling is becoming more and more important topic for researchers, designers, and users of information systems. The amount and complexity of information itself, the number of abstraction levels of information, and the size of databases and knowledge bases are continuously growing. Conceptual modelling is one of the sub-areas of information modelling. The aim of this conference is to bring together experts from different areas of computer science and other disciplines, who have a common interest in understanding and solving problems on information modelling and knowledge bases, as well as applying the results of research to practice. We also aim to recognize and study new areas on modelling and knowledge bases to which more attention should be paid. Therefore philosophy and logic, cognitive science, knowledge management, linguistics and management science are relevant areas, too. In the conference, there will be three categories of presentations, i.e. full papers, short papers and position papers

From ambition to action: How to achieve integration in omni-channel?

The paper aims to identify how companies can enhance their omni-channel activities through improved data management and integration. Multiple case studies of ten leading UK companies are conducted by using multiple sources of data, including interviews, archival documents and expert focus groups. The case companies are manufacturers and retailers in the clothing, food, and Fast-Moving Consumer Goods (FMCG) sectors. A thorough list of challenges in the implementation of omni-channel systems is generated and a number of propositions on enablers and barriers to omni-channel data integration are recommended. Our findings emphasise the importance of automating and standardising data capturing and sharing methods, and centralising data storage among companies and channels, which lead to improved efficiencies. They also indicate that omni-channel systems should be responsive to the choices of customers, and integration of the information systems of logistics service providers and their buyers is crucial in making omni-channels more efficient and consumer-responsive

An Empirical Investigation into the Antecedents and Consequences of Customer Engagement in Omnichannel Retailing

Engaging customers across channels has become one of the biggest challenges for retailers adopting an omnichannel strategy. In this study, we examine how channel integration quality influences customer engagement in the context of omnichannel retailing. Drawing on the conceptual model of customer engagement, we proposed a research model to explain the effects of breadth of channel choice, transparency of channel-service configuration, content consistency, and process consistency on customer engagement, as well as the positive outcomes associated with the engagement. The research model will be tested with a sample of 500 omnichannel customers using a structural equation modeling approach. This study is expected to contribute to the research on, and practice of, the omnichannel customer engagement by validating the antecedents and consequences of such engagement as well as providing practitioners with insights into devising a successful omnichannel retailing strategy

New Waves of IoT Technologies Research – Transcending Intelligence and Senses at the Edge to Create Multi Experience Environments

The next wave of Internet of Things (IoT) and Industrial Internet of Things (IIoT) brings new technological developments that incorporate radical advances in Artificial Intelligence (AI), edge computing processing, new sensing capabilities, more security protection and autonomous functions accelerating progress towards the ability for IoT systems to self-develop, self-maintain and self-optimise. The emergence of hyper autonomous IoT applications with enhanced sensing, distributed intelligence, edge processing and connectivity, combined with human augmentation, has the potential to power the transformation and optimisation of industrial sectors and to change the innovation landscape. This chapter is reviewing the most recent advances in the next wave of the IoT by looking not only at the technology enabling the IoT but also at the platforms and smart data aspects that will bring intelligence, sustainability, dependability, autonomy, and will support human-centric solutions.acceptedVersio

Abordagem preditiva e adaptativa de gestão operacional aplicada à cadeia de suprimentos do varejo Omni-channel

Tese (doutorado) - Universidade Federal de Santa Catarina, Centro Tecnológico, Programa de Pós-Graduação em Engenharia de Produção, Florianópolis, 2020.A evolução tecnológica e a digitalização possibilitam a comercialização de produtos através de múltiplos canais e plataformas de forma integrada, propiciando a gestão de varejo omnichannel. Esse processo contínuo de integração das tecnologias digitais/virtuais aos processos gerenciais físicos dos diversos canais influencia na interação das organizações com os clientes. O comportamento de consumo dos clientes é influenciado em decorrência do aumento da conveniência, tornando, contudo, a gestão operacional das cadeias de suprimentos do varejo mais complexa. Para a gestão da cadeia de suprimentos de varejo omni-channel a complexidade reside na incerteza, oscilações no volume de vendas e incompatibilidade entre oferta e demanda. Para lidar com essa complexidade é necessária a adoção de abordagens inovadoras relacionadas a tecnologias de informação e métodos de decisão inteligentes, destacados pela indústria 4.0. No entanto, ainda faltam pesquisas sobre a conexão entre os mundos digital e real, principalmente quando se trata de cadeias de suprimentos de varejo omni-channel, que se baseiam na integração de fluxos e atividades multicanais para melhor atender ao consumidor. Neste contexto, esta pesquisa tem como objetivo propor uma abordagem preditiva e adaptativa para a gestão operacional combinando aprendizado de máquina para minimizar a incerteza, e otimização baseada em simulação para lidar com a sincronização entre oferta e demanda, aplicada à cadeia de suprimentos do varejo omni-channel. Para isso foram identificados os métodos de aprendizado de máquina, de simulação e de otimização aplicados à cadeia de suprimentos e a indústria 4.0 com o intuito de apoiar a escolha do método de redes neurais e da otimização baseada em simulação por meio do algoritmo genético. O método de redes neurais e a otimização baseada em simulação foram analisados por meio de aplicação de um caso teste, visando identificar a aplicabilidade do método levantado na literatura, na gestão operacional da cadeia de suprimentos varejista omni-channel. Em seguida, a abordagem preditiva e adaptativa é aplicada a uma empresa varejista brasileira e como resultado um modelo de gerenciamento operacional de demanda e suprimentos é proposto para a cadeia de suprimentos varejista omnichannel. Os resultados da aplicação do modelo evidenciaram uma redução dos custos da cadeia de suprimentos, do tempo de entrega dos produtos e da quantidade de pedidos provenientes da incompatibilidade de oferta-demanda. Dessa forma, a tese possibilitou a redução das incertezas proveniente da previsão de demanda, redução da falta de produtos na cadeia, e consequentemente um melhor gerenciamento da distribuição da cadeia de suprimentos.Abstract: Technological evolution and digitalization enable the commercialization of products through multiple channels and platforms in an integrated way, providing omni-channel retail management. This ongoing process of integrating digital / virtual technologies into the physical management processes of the various channels influences the interaction of organizations with customers. Customer consumption behavior is influenced by the increase in convenience, however, making the operational management of retail supply chains more complex. For the management of the omni-channel retail supply chain the complexity lies in uncertainty, fluctuations in sales volume and incompatibility between supply and demand. To address this complexity, it is necessary to adopt innovative approaches related to information technologies and intelligent decision methods, highlighted by industry 4.0. However, there is still a lack of research on the connection between the digital and real worlds, especially when it comes to omni-channel retail supply chains, which are based on the integration of multi-channel flows and activities to better serve the consumer. In this context, this research aims to propose a predictive and adaptive approach to operational management combining machine learning to minimize uncertainty, and simulation-based optimization to deal with synchronization between supply and demand, applied to the omni-channel retail supply chain. For this, the machine learning, simulation and optimization methods applied to the supply chain and industry 4.0 were identified in order to support the choice of neural networks method and simulation-based optimization through the genetic algorithm. The neural networks method and the simulationbased optimization were analyzed by applying a test case, aiming to identify the applicability of the method raised in the literature, in the operational management of the omni-channel retail supply chain. The predictive and adaptive approach is then applied to a Brazilian retail company and as a result an operational demand and supply management model is proposed for the omnichannel retail supply chain. The results of the model application showed a reduction in the supply chain costs, in the products fulfillment time and in the quantity of orders resulting from the incompatibility of supply and demand. In this way, the thesis allowed reduce uncertainties arising from demand forecasting, reduce product shortages in the chain, and thereby better manage supply chain distribution

Model and management indicators in industrial omnichannel (B2B)

The COVID-19 pandemic has driven increases in the provision of services through digital channels, even by more traditional companies. An Omnichannel model of service provision poses new management challenges for companies. This research reviews the literature on Omnichannel Management by companies whose clients are other companies (B2B) and classifies the different areas of research to date. The principal finding is that, despite considerable academic interest in Omnichannel management, there have been few studies of Omnichannel in the B2B field. This emphasizes a significant research gap to address. We have also outlined the Research Agenda to highlight future lines of research