The Omnichannel phenomenon: unveiling the role of Channel Integration for consumers and retailers

This thesis work is aimed at deepening the knowledge of the phenomenon called "Omnichannel", as the main challenge of modern retailing. Omnichannel is a new retailing configuration, which envisages drastic changes compared to the Multi- and Cross-channel models. Although the Omnichannel phenomenon has been extensively studied in recent years, it is also missing a comprehensive framework. This is also shown by the variety of alternative definitions of "Omnichannel" existing in literature. The three studies presented in this thesis start from this assumption, and come to identify and investigate an element that clearly emerges as the core of Omnichannel: Channel Integration. The first study, an extensive literature review conducted with bibliometric techniques, allowed us to frame the extent of Omnichannel in terms of papers, topics and issues addressed. Furthermore, through the use of co-citation analysis, a clustering technique based on the triangulation of citations, the theoretical foundations of Omnichannel have been identified. 4 research clusters were traced back to: Consumer Behavior, Strategic Management, Channel Management, and Channel Integration. Results also show that Channel Integration is the main element of Omnichannel, capable of creating synergies with other clusters and capturing the perspectives of the consumer and retailer at the same time. The second study qualifies as an extension of these results to the future of Omnichannel, through qualitative research. It was in fact decided to proceed by discussing the topic with a panel of 18 international experts, with proven academic and managerial background. The participants commented on the results emerging from our previous study and expressed themselves on: areas, topics, methodologies and settings of priority development; generation of new theories or application of pre-existing theories; challenges, issues and retailers’ needs in Omnichannel. The results were then coded and analyzed to create a research agenda divided into 5 macro-themes of interest: a) Omnichannel customer journeys, b) Omnichannel customer experiences, c) Omnichannel transition issues, d) the human factor in Omnichannel, and e) augmented and intelligent Omnichannel environments. The experts also validated the model in 4 research clusters proposed by our first study and confirmed the central role of Channel Integration. For the third and final study, we therefore decided to investigate the role of Channel Integration in Omnichannel contexts, from the perspective of customer journeys (theme a) emerging from Study 2). We employed quantitative methodologies (MCA, CFA, SEM) to test the effect of touchpoints - which constitute the various steps of customer journeys - on consumers’ perception of Channel Integration, and the effect of the latter on patronage intention towards the retailer. Through the Categorization Theory, we proposed that the touchpoints capable of activating a Channel Integration perception are different depending on the sector and on the type of consumer (first-time and repeat customer). The research, conducted on two panels of Italian consumers in the grocery and fashion sectors – 1.031 and 759 participants, respectively –, led to the identification of substantial differences related to context and target, and confirmed a positive effect of Channel Integration perception on customer loyalty through patronage intention. The work therefore has, overall, both theoretical and managerial implications.Il presente lavoro di tesi è volto ad approfondire la conoscenza del fenomeno denominato Omnicanalità, quale principale sfida del retailing moderno. Si tratta di una nuova configurazione di retailing, che prevede cambiamenti drastici rispetto ai modelli di Multi- e Cross-canalità che l’hanno preceduta. Nonostante si tratti di un fenomeno ampiamente studiato negli ultimi anni, abbiamo rilevato una sostanziale difficoltà nel suo inquadramento, che si evince anche dalla molteplicità di definizioni alternative di “Omnicanalità” esistenti in letteratura. I tre studi che costituiscono questa tesi partono da questo presupposto, arrivando ad individuare e investigare l’elemento che emerge chiaramente come il fulcro dell’Omnicanalità. Il primo studio, una estesa literature review condotta con tecniche bibliometriche, ci ha permesso di inquadrare l’Omnicanalità in termini di studi condotti in letteratura e tematiche affrontate. Inoltre, mediante la co-citation analysis, una tecnica di clustering basata sulla triangolazione delle citazioni, sono state ricostruite le basi teoriche dell’Omnicanalità. Attraverso l’interpretazione dei contributi fondamentali così individuati, sono stati identificati 4 cluster di ricerca: Consumer Behavior, Management Strategico, Channel Management, e Channel Integration. Dall’analisi emerge anche come la Channel Integration sia l’elemento centrale dell’Omnicanalità, in grado sia di creare sinergie con gli altri cluster sia di catturare al contempo le prospettive del consumatore e del retailer. Il secondo studio si qualifica come un’estensione di tali risultati al futuro dell’Omnicanalità, attraverso un’analisi di tipo qualitativo. Si è infatti deciso di procedere discutendo il tema con un panel di 18 esperti internazionali, dalla comprovata esperienza sia accademica che professionale. I partecipanti hanno commentato i risultati emergenti dallo studio precedente e si sono espressi in merito a: aree, temi, metodologie e contesti prioritari per lo studio dell’Omnicanalità; sfide, problematiche e necessità di ricerca in tale ambito. I risultati sono stati codificati e analizzati per produrre una research agenda articolata in 5 macro-tematiche di interesse: a) Omnichannel customer journeys, b) Omnichannel customer experiences, c) problematiche di transizione verso l’Omnicanalità, d) il fattore umano nell’Omnicanalità, ed e) la gestione di ambienti Omnicanale tecnologicamente avanzati ed intelligenti. Gli esperti hanno inoltre validato il modello in 4 research clusters da noi proposto e confermato la centralità della Channel Integration. Per il terzo ed ultimo studio, si è pertanto deciso di investigare ulteriormente il tema della Channel Integration in contesti Omnicanale, secondo la prospettiva delle customer journeys (punto a) emerso dal secondo studio). Attraverso metodologie quantitative (MCA, CFA, SEM), si testa l’effetto dei touchpoints – che costituiscono i vari step delle customer journeys – sulla percezione di Channel Integration maturata dal consumatore, e l’effetto di questa sulla patronage intention verso il retailer. Attraverso la Categorization Theory, si propone che i touchpoint in grado di attivare una percezione di Channel Integration siano diversi a seconda del contesto settoriale – sulla base di differenti categorie di prodotto – e della tipologia di consumatore (first-time e repeat customer). La ricerca, condotta su due panel di consumatori italiani nei settori grocery e fashion – con 1.031 e 759 partecipanti, rispettivamente –, ha portato all’individuazione ed alla discussione di tali touchpoint, evidenziando differenze sostanziali tra i touchpoint che determinano la channel integration tra settori e tra target, e ha confermato un effetto positivo della percezione di Channel Integration sulla customer loyalty attraverso la patronage intention. Il lavoro presenta pertanto implicazioni sia teoriche che manageriali

Editorial: Mapping Human Sensory-Motor Skills for Manipulation Onto the Design and Control of Robots

The extraordinary human sensory-motor capabilities arise from the interaction with the external world and the interplay of different elements, which are controlled within a space whose dimensionality is lower than the available number of dimensions, as suggested by the concept of synergies, see (e.g., Turvey, 2007; Latash, 2008; Santello et al., 2013). This general simplification approach has then been successfully used in robotics, to inform the development of simple yet effective artificial devices, see (e.g., Santello et al., 2016). Mutual inspiration between robotics and neuroscience could hence be the key to advance both these disciplines: through a bio-aware approach for the design of mechatronic systems, on one side, and the deployment of technical tools for novel neuroscientific experiments, on the other. The manuscripts presented in this e-book shed light on the organization of human sensory-motor architecture, presenting instruments and mechatronic systems that can be successfully applied to neuroscientific investigation. At the same time, we report on robotic translations of neuroscientific outcomes

Editorial: Mapping human sensory-motor skills for manipulation onto the design and control of robots

Editorial on the Research Topic Mapping Human Sensory-Motor Skills for Manipulation Onto the Design and Control of Robot

On the Use of Magnets to Robustify the Motion Control of Soft Hands

In this letter, we propose a physics-based framework to exploit magnets in robotic manipulation. More specifically, we suggest equipping soft and underactuated hands with magnetic elements, which can generate a magnetic actuation able to synergistically interact with tendon-driven and pneumatic actuations, engendering a complementarity that enriches the capabilities of the actuation system. Magnetic elements can act as additional Degrees of Actuation (DoAs), robustifying the motion control of the device and augmenting the hand manipulation capabilities. We investigate the interaction of a soft hand with itself for enriching possible hand shaping, and the interaction of the hand with the environment for enriching possible grasping capabilities. Physics laws and notions reported in the manuscript can be used as a guidance for DoAs augmentation and can provide tools for the design of novel soft hands

Command Acknowledge through Tactile Feedback Improves the Usability of an EMG-based Interface for the Frontalis Muscle

This work presents a study on the effectiveness of tactile feedback for the acknowledgement of a correct command detection in an EMG-based interface for the frontalis muscle. EMG interfaces are increasingly used in assistive robotics to control robots exploiting the repeatability and robustness of the electromyographic signal. However, in many application a feedback about the correct detection of an input is often missed and the user has to wait for the device motion in order to understand if his/her will has been correctly detected by the system. We demonstrate with a user study involving fifteen subjects, that a simple vibrotactile feedback can reduce the muscular effort and the time needed to execute a sequence of action commanded by an EMG device. As a case study, an EMG interface for the frontalis muscle has been used, however proposed results could be extended to EMG interfaces designed for other muscles, e.g., for prosthesis or exoskeleton control

Replicating human hand synergies onto robotic hands: a review on software and hardware strategies

This review reports the principal solutions proposed in the literature to reduce the complexity of the control and of the design of robotic hands taking inspiration from the organization of the human brain. Several studies in neuroscience concerning the sensorimotor organization of the human hand proved that, despite the complexity of the hand, a few parameters can describe most of the variance in the patterns of configurations and movements. In other words, humans exploit a reduced set of parameters, known in the literature as synergies, to control their hands. In robotics, this dimensionality reduction can be achieved by coupling some of the degrees of freedom (DoFs) of the robotic hand, that results in a reduction of the needed inputs. Such coupling can be obtained at the software level, exploiting mapping algorithm to reproduce human hand organization, and at the hardware level, through either rigid or compliant physical couplings between the joints of the robotic hand. This paper reviews the main solutions proposed for both the approaches

Comparison among detailed and simplified calculation methods for thermal and energy assessment of the building envelope and the shadings of a new wooden nZEB house

This paper deals with research carried out by the University of Florence on the thermal and energy performances of a recently built nZEB in Mediterranean Italian area. Heterogeneous component and thermal bridges performances have been analysed and critically evaluated with different calculation methods, and the results in terms of energy consumptions for heating and cooling have been compared. Some solar shading devices have been evaluated to reduce the building energy need for cooling. Main results of the research are presented for the components and thermal bridges properties and for the energy balance of the building implemented with different solar shadings

Modeling Compliant Grasps Exploiting Environmental Constraints

In this paper we present a mathematical framework to describe the interaction between compliant hands and environmental constraints during grasping tasks. In the proposed model, we considered compliance at wrist, joint and contact level. We modeled the general case in which the hand is in contact with the object and the surrounding environment. All the other contact cases can be derived from the proposed system of equations. We performed several numerical simulation using the SynGrasp Matlab Toolbox to prove the consistency of the proposed model. We tested different combinations of compliance as well as different reference inputs for the hand/arm system considered. This work has to be intended as a tool for compliant hand designer since it allows to tune compliance at different levels before the real hand realization. Furthermore, the same framework can be used for compliant hand simulation in order to study the interaction with the environmental constrains and to plan complex manipulation tasks

Haptic wrist guidance using vibrations for Human-Robot teams

Human-Robot teams can efficiently operate in several scenarios including Urban Search and Rescue (USAR). Robots can access areas too small or deep for a person, can begin surveying larger areas that people are not permitted to enter and can carry sensors and instruments. One important aspect in this cooperative framework is the way robots and humans can communicate during rescue operation. Vision and audio modalities may result not efficient in case of reduced visibility or high noise. A promising way to guarantee effective communications between robot and human in a team is the exploitation of haptic signals. In this work, we present a possible solution to let a robot guide the position of a human operator’s hand by using vibrations. We demonstrate that an armband embedding four vibrating motors is enough to guide the wrist of an operator along a predefined path or in a target location. The results proposed can be exploited in human-robot teams. For instance, when the robot detects the position of a sensible target, it can guide the wrist of the operator in such position following an optimal path