Omnichannel retailing: a tale of three sectors

Accelerated by the COVID-19 pandemic, the long-anticipated digital transformation of traditional retail has become the new reality. Retailers are responding to changes in consumers’ shopping behaviours and their demand for new interaction channels and touchpoints to shop at their convenience, regard...

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Autores principales:	Santiago Iglesias-Pradas, Emiliano Acquila-Natale, Laura Del-Río-Carazo
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	omnichannel retailing channel integration digital transformation home furnishing grocery clothing and apparel Economic growth, development, planning HD72-88 Regional economics. Space in economics HT388
Acceso en línea:	https://doaj.org/article/c6bc5b722ca84b22a4f728f40a3ec2b4
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spelling	oai:doaj.org-article:c6bc5b722ca84b22a4f728f40a3ec2b42021-11-04T15:00:41ZOmnichannel retailing: a tale of three sectors1331-677X1848-966410.1080/1331677X.2021.1991825https://doaj.org/article/c6bc5b722ca84b22a4f728f40a3ec2b42021-10-01T00:00:00Zhttp://dx.doi.org/10.1080/1331677X.2021.1991825https://doaj.org/toc/1331-677Xhttps://doaj.org/toc/1848-9664Accelerated by the COVID-19 pandemic, the long-anticipated digital transformation of traditional retail has become the new reality. Retailers are responding to changes in consumers’ shopping behaviours and their demand for new interaction channels and touchpoints to shop at their convenience, regardless of time and location. Consequently, retailers are experiencing a change from single-channel models to multi-channel and omnichannel models. Omnichannel retailing demands integrated channel management and operation to improve customers’ shopping experiences. This study uses measures of channel integration levels from previous research to analyse channel integration among leading vendors in three top retailing sectors (clothing and apparel, home furniture and grocery) and expands the analysis by including indicators of digital transformation. The model includes 27 indicators related to channel integration and 9 indicators of digital transformation, and compares the results across sectors. By so doing, the study also aims to help establish values that may be used as target or reference values of channel integration and digitalization of retailers across sectors, irrespective of their size. The research methodology uses the 'mystery shopper' technique and includes the collection of data about the 165 leading companies in these sectors in Spain.Santiago Iglesias-PradasEmiliano Acquila-NataleLaura Del-Río-CarazoTaylor & Francis Grouparticleomnichannelretailingchannel integrationdigital transformationhome furnishinggroceryclothing and apparelEconomic growth, development, planningHD72-88Regional economics. Space in economicsHT388ENEkonomska Istraživanja, Vol 0, Iss 0, Pp 1-32 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	omnichannel retailing channel integration digital transformation home furnishing grocery clothing and apparel Economic growth, development, planning HD72-88 Regional economics. Space in economics HT388
spellingShingle	omnichannel retailing channel integration digital transformation home furnishing grocery clothing and apparel Economic growth, development, planning HD72-88 Regional economics. Space in economics HT388 Santiago Iglesias-Pradas Emiliano Acquila-Natale Laura Del-Río-Carazo Omnichannel retailing: a tale of three sectors
description	Accelerated by the COVID-19 pandemic, the long-anticipated digital transformation of traditional retail has become the new reality. Retailers are responding to changes in consumers’ shopping behaviours and their demand for new interaction channels and touchpoints to shop at their convenience, regardless of time and location. Consequently, retailers are experiencing a change from single-channel models to multi-channel and omnichannel models. Omnichannel retailing demands integrated channel management and operation to improve customers’ shopping experiences. This study uses measures of channel integration levels from previous research to analyse channel integration among leading vendors in three top retailing sectors (clothing and apparel, home furniture and grocery) and expands the analysis by including indicators of digital transformation. The model includes 27 indicators related to channel integration and 9 indicators of digital transformation, and compares the results across sectors. By so doing, the study also aims to help establish values that may be used as target or reference values of channel integration and digitalization of retailers across sectors, irrespective of their size. The research methodology uses the 'mystery shopper' technique and includes the collection of data about the 165 leading companies in these sectors in Spain.
format	article
author	Santiago Iglesias-Pradas Emiliano Acquila-Natale Laura Del-Río-Carazo
author_facet	Santiago Iglesias-Pradas Emiliano Acquila-Natale Laura Del-Río-Carazo
author_sort	Santiago Iglesias-Pradas
title	Omnichannel retailing: a tale of three sectors
title_short	Omnichannel retailing: a tale of three sectors
title_full	Omnichannel retailing: a tale of three sectors
title_fullStr	Omnichannel retailing: a tale of three sectors
title_full_unstemmed	Omnichannel retailing: a tale of three sectors
title_sort	omnichannel retailing: a tale of three sectors
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/c6bc5b722ca84b22a4f728f40a3ec2b4
work_keys_str_mv	AT santiagoiglesiaspradas omnichannelretailingataleofthreesectors AT emilianoacquilanatale omnichannelretailingataleofthreesectors AT lauradelriocarazo omnichannelretailingataleofthreesectors
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Omnichannel retailing: a tale of three sectors

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