Abstract
The paper reviews omni-channel retailing strategy to differentiate between omni-channel retailing and its precursors, multi and cross-channel retailing; delineate omni-channel strategies evolving from a retailing perspective; and present a research agenda to address a lack of research on and inconsistencies in this topic. By means of an extensive literature review, the authors focus on papers that define the concept and approach the practical aspects of implementing the strategy. We identify three approaches to defining omni-channel retailing: integrated selling channels, seamless shopping experience, and a combination of the two. Finally, this paper reveals inconsistencies in understanding implementation of the strategy. It highlights the main areas that need to be addressed by a retailer when shifting to an omni-channel retail strategy. In contrast with the existing literature, this review combines the logistic and management perspectives. It is the only study that emphasises the imperatives and alternatives related to implementing omni-channel strategy.
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Abrudan, I.N., Dabija, DC., Grant, D.B. (2020). Omni-Channel Retailing Strategy and Research Agenda. In: Sroka, W. (eds) Perspectives on Consumer Behaviour. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-47380-8_12
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