Bán lẻ đa kênh omnichannel – nghiên cứu lý thuyết và định hướng nghiên cứu trong tương lai

Nội dung text: Bán lẻ đa kênh omnichannel – nghiên cứu lý thuyết và định hướng nghiên cứu trong tương lai

1. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 OMNICHANNEL RETAILING – A LITERATURE REVIEW AND FUTURE RESEARCH BÁN LẺ ĐA KÊNH OMNICHANNEL – NGHIÊN CỨU LÝ THUYẾT VÀ ĐỊNH HƯỚNG NGHIÊN CỨU TRONG TƯƠNG LAI Nguyen Thi Van Anh Academy of Finance vananhnguyen@hvtc.edu.vn ABSTRACT Recently, a hot issue appeared when a new interesting behavior of consumer, which is the simultaneous use of several interaction channels to search for information and during purchase, was observed. The phenomenon was labeled as “omnichannel” retailing and considered as a revolution from the previous multichannel retailing. The paper first examine the development of omnichannel conceptualization; secondly, it differentiates omnichannel retailing from multichannel and cross-channel retailing to see the revolution of omnichannel; thirdly, it categorizes the academic research in omnichannel context to date in order to determine key research themes, from then, analyzing gaps for academics and practitioners’ future research. The paper points out that there is a lack of research from the demand side of the omnichannel retailing, such as conceptualization from consumers’ perspective, omnichannel customer segmentation, customer relationship management in an omnichannel retailing environment, channel choices and effects of channel choice on retail performance, customer loyalty, and the effects of channel mix and integration on retail performance. Key words: Omnichannel, multichannel, cross-channel, systematic review. TĨM TẮT Gần đây, một vấn đề nĩng xuất hiện khi một hành vi mới, thú vị của người tiêu dùng được nhìn nhận, đĩ là việc sử dụng đồng thời một số kênh tương tác để tìm kiếm thơng tin và mua hàng. Hiện tượng này xuất hiện trong mơ hình bán lẻ đa kênh omnichannel và được coi là một cuộc cách mạng từ mơ hình bán lẻ đa kênh multichannel trước đĩ. Bài viết trước tiên kiểm tra khái niệm bán lẻ đa kênh omnichannel; sau đĩ, phân biệt omnichannel với multichannel và cross-channel để thấy sự cải tiến của omnichannel; thứ ba, phân loại các nghiên cứu học thuật cho đến nay để xác định các chủ đề nghiên cứu chính, từ đĩ, phân tích các lỗ hổng nghiên cứu cho các học giả và các nhà thực hành nghiên cứu trong tương lai. Bài viết chỉ ra rằng hiện đang thiếu nghiên cứu từ phía khách hàng của bán lẻ đa kênh omnichannel, chẳng hạn như khái niệm từ quan điểm của người tiêu dùng, phân khúc khách hàng đa kênh, quản lý quan hệ khách hàng trong mơi trường bán lẻ đa kênh omnichannel, lựa chọn kênh và hiệu ứng của kênh trên hiệu suất bán lẻ, lịng trung thành của khách hàng, và ảnh hưởng của việc kết hợp và tích hợp kênh đến hiệu suất bán lẻ. Từ khĩa: Bán hàng đa kênh omnichannel, bán hàng đa kênh multichannel, cross-channel, hệ thống hĩa lý thuyết. 1. Introduction The World Wide Web and the appearance of various online channel such as websites, mobile, and tablets have dramatically changed the traditional retail setting (Alba et al., 1997; Peterson et al., 1997). Companies now can use various channels to reach customers both in terms of information, promotions, or 110
2. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 physical products. Multichannel retail for that reason has received much hyped from practitioners and academic researchers, therefore, developing such well-established literature covering all aspects of the theme. However, recently, a hot issue appeared when a new interesting behavior of consumer, which is the simultaneous use of several interaction channels to search for information and during purchase, was observed. The phenomenon was labeled as “omnichannel” retailing and considered as a revolution from the previous multichannel retailing (Brynjolfsson et al., 2013; Lazaris and Vrechopoulos, 2014; Piotrowicz and Cuthbertson, 2014; Verhoef et al., 2015).Since then, academics such as Lazaris and Vrechopoulos (2014), Verhoef et al. (2015), Galipoglu et al. (2018), and Chen et al. (2018) have attempted to review the growth of omnichannel literature from retail management perspective, logistics perspective, and customer perspective. This papers aims to put together these and other authors’ work in a literature review for the development of omnichannel retailing, from there, outlining the gap for future research in the area. The paper first looks at omnichannel conceptualization development, the difference between omnichannel, multichannel, and cross-channel retailing, and categorization of academic research in omnichannel context. 2. The development of omnichannel conceptualization Lazaris and Vrechopoulos (2014) have revealed in their review of literature that the omnichannel idea came from the “click ‘n’ mortar” concept. To be more specific, in 2000, Otto and Chung proposed e- commerce techniques to be used in conjunction with traditional physical retailing to enhance the value of the shopping experience and they named this concept “cyber-enhanced retailing”. In 2002, Burke conducted an empirical quantitative study to investigate consumers behavior online and offline and found out that shoppers were fond of shopping features that assisted them in multichannel shopping (research online – purchase in store, shop online – pickup in store). He concluded that retailers should integrate channels so as to assist consumers to move transparently between them. Directly mentioning customer experience in one of his proceeding papers, Gưrsch (2002) showed that “the goal of multi-channel integration must be to provide a superior customer experience that is consistent and seamless across channels”. However, the term “Omni” was not introduced until the IDC’s Global Retail Insights research unit reports, by Parker and Hand (2009) and Ortis and Casoli (2009). “Omni” is a Latin word meaning “all”, “universal” and the "omnichannel" shopper was viewed by the authors as an evolution of the multichannel consumer who instead of using channels in parallel, he uses them all simultaneously. In 2011, Darrell Rigby was the first to mention the word “omnichannel” as “an integrated sales experience that melds the advantages of physical stores with the information-rich experience of online shopping” (p. 67). Two years from then, omnichannel retailing has received much attention from the press with 151 articles, and finally in 2013, Brynjolfsson, Hu, and Rahman were the first academic researchers to mention omnichannel in their paper “Competing in the age of omnichannel retailing”: “In the past, brick- and-mortar retail stores were unique in allowing consumers to touch and feel merchandise and provide instant gratification; Internet retailers, meanwhile, tried to woo shoppers with wide product selection, low prices and content such as product reviews and ratings. As the retailing industry evolves toward a seamless omni-channel retailing experience, the distinctions between physical and online will vanish, turning the world into a showroom without walls” (p. 24). In this paper, aside from physical stores and online shop (Rigby, 2011), Brynjolfsson, Hu and Rahman (2013) also considered the mobile channel and a very important feature of omnichannel “showrooming”. However, this cannot yet be considered the conceptualization of omnichannel retailing; physical stores, online, and mobile are only three amongst many channels that consumers can shop from. An actual definition was not introduced until Levy et al. (2013. p. 67)) came up with the term “omniretailing”and defined it as“a coordinated multichannel offering that provides a seamless experience when using all of the retailer’s shopping channels”. Levy et al. used multichannel management to explain 111
3. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 omnichannel but have mentioned the use of all retailer’s shopping channels, which is a major progress from Brynjolfsson et al. (2013). According to Levy et al., omniretailing is the next advance step from multichannel in the field of retailing. In line with Levy et al., Beck and Rygl (2015, p. 175), in their attempt to categorize multichannel retailing into multi, cross-, and omni-channel retailing, emphasized the integration feature in omnichannel retailing as “the set of activities involved in selling merchandise or services through all wide spread channels, whereby the customer can trigger full channel integration”. Taking a management perspective, when drawing the literature from the three retailing phases, Verhoef et al. (2015, p. 177) formally defined omnichannel management as the synergetic management of the numerous available channels and customer touchpoints, in such a way that the customer experience across channels and the performance over channels is optimized. Aside from the synergized of channels, the authors also stressed the importance of the interactions and the relationship between the consumer, the brand and the retail channels. From the strategy perspective, Picot-Coupey, Huré, and Piveteau, (2016) compared omni- with multi- and cross-channel retailing concepts, and concluded that omnichannel retailing is a holistic approach, where strategy takes account of all channels as customer touch points, which potentially allows for a seamless customer journey. Table 1: Definitions of omnichannel Year Author(s) Definition 2011 Rigby Omnichannel is an integrated sales experience that melds the advantages of the physical stores with the information-rich experience of online shopping (Rigby, 2011, p. 67). 2013 Brynjolfsson, Hu, As the retailing industry evolves towards a seamless “omni-channel retailing” and Rahman experience, the distinctions between physical and online will vanish, turning the world (Brynjolfsson et al., 2013, p. 24). 2013 Levy, Weitz, and Omniretailing is a coordinated multichannel offering that provides a seamless Grewal experience when using all of the retailer’s shopping channels (Levy et al., 2013, p.67). 2015 Beck and Rygl Omnichannel retailing is “the set of activities involved in selling merchandise or services through all wide spread channels, whereby the customer can trigger full channel integration” (Beck and Rygl, 2015; p. 175). 2015 Verhoef, Kannan, Omnichannel management as the synergetic management of the numerous available Inman channels and customer touchpoints, in such a way that the customer experience across channels and the performance over channels is optimized (Verhoef et al, 2015; p.177). 2016 Picot-Coupey, Omnichannel retailing is a holistic approach, where strategy takes account of all Huré, and channels as customer touch points, which potentially allows for a seamless Piveteau customer journey (Picot-Coupey et al., 2016; p. 342). 2018 Shen, Li, Sun, and Omnichannel as a kind of service that allows customers freely choose among all Wang parallel channels, and seamlessly switch among the different channels, without any information loss or reiteration (Shen et al., 2018, p. 63). On the other hand, Shen et al. (2018) conceptualized omnichannel from customer engagement perspective, defined omnichannel as a kind of service that allows customers freely choose among all parallel channels, and seamlessly switch among the different channels, without any information loss or reiteration. This definition mentioned two very important features of consumer behavior that will be mentioned in the later part, consumer channel choice and channel switch. 112
4. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 It can be seen from Table 1 that most omnichannel definitions to date is about integration of all of the retailer’s channels which has been seen by many as the major difference between omnichannel and multichannel retailing. There is a lack of researchers conceptualize omnichannel from customer perspective even though customers play a central role in omnichannel retailing as its optimal goal is to bring a seamless customer experience. In order to identify other research gaps, it is important to see whether academic researchers have understood the nature of omnichannel retailing by looking at how they differentiated omnichannel, multichannel, and cross-channel retailing. 3. Omnichannel versus multichannel versus cross-channel retailing Since the appearance of omnichannel, various studies have been carried out to differentiate omnichannel, multichannel, and cross-channel retailing such as Lazaris and Vrechopoulos, 2014; Verhoef et al., 2015; Beck and Rygl, 2015; Picot-Coupey et al., 2016; Juaneda-Ayensa et al. (2016); and Shen et al., 2018. These papers outlined the differences between the phases in terms of concepts, degree of integration, channel scope, objectives, and so on and most importantly, demonstrated the development of omnichannel literature on the base of multichannel literature. Most researchers agreed that omnichannel is an evolution of multichannel and cross-channel retailing (Table 2). The multichannel retailing implies that customers would choose one channel for their complete shopping experience, whereas, cross-channel integrates multiple channels to allow consumers cross-channel movements and synergies (Chatterjee, 2010, Cao, 2014). While omnichannel shoppers move freely among all channels in a transaction process, often called customer journey. There is now no boundary between channels. In term of channel scope, in the multichannel, customers are to choose from physical stores, websites, or mobile channel which are interactive channels (channels providing two-way communication); the channels operate in parallel and uncoordinated manner (Galipoglu et al., 2018). For cross-channel, sellers can sell merchandise or services through more than one channel but not all widespread channels, where the customer can trigger partial channel interaction and/or the retailer controls partial channel integration (Beck and Rygl, 2015, Cao and Li, 2015). Whereas, the omnichannel involves not only interactive channels but also customer “touchpoints”, such as mass-communication channels, including TV, radio, customer to customer (C2C) and print (Neslin 2006; Verhoef et al. 2015). The touchpoints refer to points or moments of contact and/or communication between an organization and a stakeholder, here an end user (Jenkinson, 2007; Galipoglu et al., 2018). These touchpoints served as informational and transactional contact points with the brand and the customer can use them seamlessly and interchangeably during the search, purchase, and post-purchase process (Juaneda-Ayensa et al., 2016). Another development of the paradigm is that omnichannel retailing has a more customer-centric orientation, with customers moving freely, seamlessly among all channels. The customer journey should be smooth and holistic; and the aim of the companies now are provide a seamless, unified customer experience, rather than maximizing the performance of each channel (Piotrowicz and Cuthbertson 2014; Shen et al 2018). A key behavior of the consumer was observed here. Channel switching together with behaviors such as showrooming and webrooming have sparkled interests from numerous academic researchers. In addition, omnichannel retailing places much importance on the relationship and the interactions between the customer, the brand, and the channels, rather than simply customer-channel interactions (Neslin et al. 2014; Piotrowicz and Cuthbertson 2014; Verhoef et al. 2015). Therefore, it demands firms’ synergetic management of the channels and customer touchpoints towards optimizing the holistic shopping experience for customer (Verhoef et al. 2015). 113
5. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 Thus, omnichannel exhibits four key differences compared to multichannel and cross-channel: it involves more channels; it has a broader perspective as it includes not only channels but also touchpoints; there is no border between channels; and customer-brand experience is more emphasized (Piotrowicz and Cuthbertson, 2014; Verhoef, Kannan and Inman, 2015; Picot-Coupey, Huré and Piveteau, 2016). Evidently, the key evolution feature of omnichannel from multi-channel is that omnichannel is centered on the customers and their interaction with the brand, and their holistic shopping experience. Therefore, studying the omni-consumer behavior and the interaction between the customers, the brand, and the channels becomes an urging issue for academic researchers and practitioners. Table 2: Omnichannel versus multichannel versus cross-channel retailing Multichannel Cross-channel Omnichannel Definition The operation of multiple Cross-channel Customers freely choose channels as independent integrates multiple among all parallel channels, entities to align channels to channels to allow and seamlessly switch among specific target customer consumers cross- the different channels in their segments. channel movements and shopping journey. (Picot-Coupey, Huré and synergies. (Shen et al., 2018) Piveteau, 2016) (Chatterjee, 2010) Channel scope Physical, websites, and More than one channel Store, website, mobile channel, mobile channel. but not all widespread social media, and all other channels. customer touchpoints (including mass communication channels such as TV, radio) served as informational and transactional touchpoints. Channel integration No switching between Allow consumer cross- Seamless switching among all channel, channel channels and touchpoints, Use channels in parallel Synergies among Use channels simultaneously channels Customer No possibility of triggering Can trigger partial Can trigger full interaction. interaction interaction. interaction. Customer – brand – channel Customer – channel Customer – channel interaction. interaction. interaction. Channel goals Channel objectives such as Synergies among Overall customer experience, sales per channel, channels total sales over channels. experience per channel. Channel Maximizing the Management of channel Synergetic management of the management performance of each conflicts, suppression of channels and customer channel—physical, phone, the frontiers between touchpoints towards web, and mobile. channels and minimize optimizing the holistic potential frictions when shopping experience. cross-moving Source: Chatterjee, 2010; Cao, 2014; Cao and Li, 2015; Beck and Rygl, 2015; Verhoef, Kannan and Inman, 2015; Juaneda-Ayensa, Mosquera and Murillo, 2016; Picot-Coupey, Huré and Piveteau, 2016; Galipoglu et al., 2018; Shen et al., 2018. 114
6. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 Having identified the need for more research in the field of consumer behavior in omnichannel context, the paper then examines several key papers categorizing omnichannel literature to see the direction that academic researchers have taken in the omnichannel retailing context. 4. Categorization of omnichannel literature In the literature review for omnichannel from multichannel, Lazaris and Vrechopoulos (2014) listed channel switching, consumer decision-making, and brand loyalty as three most important subjects to study in omnichannel. Whereas, in the context of e-commerce literature, channel usage, importance of information technology (IT) in developing omnichannel, and application of information and communication technologies (ICT) to integrate all channels generated most researches by information and communication technologies academics. The authors called for more in-depth and exploratory empirical research in areas of (a) Omnichannel Retail Store Atmosphere (ORSA) effects on shoppers, (b) Store selection criteria in omnichannel retailing, (c) Classification and detailed profiling of shoppers according to the intensity of using omnichannel practices, (d) Omnichannel retail personal selling techniques, (e) Strategic impact of omnichannel retailing on retailers, (f) Customer Relationship Management (CRM) dynamics in an omnichannel retailing environment, (g) Personalization/customization of the omnichannel retail mix, (h) Loyalty & free riding behavior in omnichannel settings. It can be summarized into three themes as retail performance, customer segementation and switching behavior, and retail mix, which goes in line with Verhoef’s et al. (2015) classification a year later. From retailing management perspective, Verhoef et al. (2015) classified omnichannel literature into three themes: (1) Impacts of channels on performance, (2) Consumer behavior, and (3) Retail mix. The themes were based on their previous classification of literature in multi-channel retailing (Neslin et al., 2006; Verhoef, 2012). The first theme is mainly focus on the contribution of a channel or multiple channels on firm’s performance metrics, the impact of channel additions, the impact of channel integration, and the impact of touchpoints on performance/marketing metrics. The second theme mainly study customer behavior during the shopping journey, specifically channel choice or channel adoption and usage. Lastly, the third theme is looking at retail mix instrument, impact of integration, showrooming, and cross-channel effect. Verhoef et al. (2015) listed retail mix as an area that needs more attention both in multichannel context and omnichannel context. Galipoglu et al. (2018) providing a literature review of omnichannel retailing from the perspective of logistics and supply chain management has identified three major research areas for omnichannel which are channel demand side, channel supply side, and channel management and strategy (Chopra and Meindl, 2015). The areas are then broken down to smaller research themes: characteristics/profile of multi/omni-channel shoppers (channel demand side), multi/omnichannel retail logistics (channel supply side), and the impact of digitization of multi/omnichannel retailing, transformation to multi/omnichannel retailing, influential factors in selecting multichannel strategies, and comparison of multichannel strategies (from channel management and strategy area). According to the authors, channel management and strategy (32 articles) has dominated the past research scene, followed by channel supply side (30 articles) and channel demand side (8 articles). It can be seen that more literature are needed in channel demand side, or consumer side of omnichannel retailing. Chen et al. (2018) introduced a framework of omnichannel research that differentiates four dominant research streams according to their perspective (consumer versus retailer) and research orientation (diagnostic versus prescriptive). The four themes are: (1) retailer centric and diagnostic, (2) retailer-centric and prescriptive, (3) consumer-centric and diagnostic, and (4) consumer-centric and prescriptive. In terms of perspective, consumer perspective omnichannel research focus on factors that influence consumers' receptivity to omnichannel, while retailer perspective research emphasize the importance and the application of omnichannel from the standpoint of retailers. Regarding research 115
7. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 orientation, diagnostic researches are descriptive in nature, looking for the reasons behind consumer behavioral patterns and firm strategies. Prescriptive researches are to look at the development of omnichannel solutions. Chen et al. (2018) have outlined research gaps for each theme including conditions for retailers’ migration to omnichannel (retailer-centric, diagnostric stream), effectiveness of omnichannel arrangements, role of supply chain management in cross-channel integration, and supply chain re-design for omnichannel retailing (retailer-centric, prescriptive stream). From consumer perspective, there is a need for research on customer toughpoint analysis (consumer-centric, diagnostic stream), and customer lock-in (consumer-centric, prescriptive stream). 5. Recommendation for future research From the review of omnichannel definitions to date, it can be seen that omnichannel needed to be looked at more from customer perspective as the goal of omnichannel retailing is to bring a seamless and holistic customer journey. Moreover, this is also the key difference between omnichannel, multichannel, and cross-channel retailing. Analyzing the papers comparing and contrasting the three paradigms show that omnichannel is centered on the customers and their interaction with the brand, and their holistic shopping experience. Therefore, studying the omni-consumer behavior and the interaction between the customers, the brand, and the channels becomes an urging issue for academic researchers and practitioners. Papers from Lazaris and Vrechopoulos (2014), Verhoef et al. (2015), Galipoglu et al. (2018), and Chen et al. (2018) have outlined some areas that needed further research which can be categorized as omnichannel customer segmentation, customer relationship management in an omnichannel retailing environment, channel choices and effects of channel choice on retail performance, customer loyalty, the effects of channel mix and integration on retail performance. In other words, there is a need for more in-depth insights into the demand side of omnichannel retailing, i.e from customer perspective. REFERENCES [1] Alba, J. et al. (1997) ‘Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces’, Journal of Marketing, 61(3), p. 38. [2] Beck, N. and Rygl, D. (2015) ‘Categorization of multiple channel retailing in Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing’, Journal of Retailing and Consumer Services, 27, pp. 170–178. [3] Brynjolfsson, B. E., Hu, Y. J. and Rahman, M. S. (2013) ‘Competing in the Age of Omnichannel’, MIT Sloan Management Review, 54(4), pp. 22–32. [4] Burke, R. R. (2002) ‘Technology and the Customer Interface: What Consumers Want in the Physical and Virtual Store’, Journal of the Academy of Marketing Science, 30(4), pp. 411–432. [5] Cao, L. (2014) ‘Business model transformation in moving to a cross-channel retail strategy: a case study’, International Journal of Electronic Commerce, 18(4), pp. 69–96. [6] Cao, L. and Li, L. (2015) ‘The impact of cross-channel integration on retailers’ sales growth’, Journal of Retailing, 91(2), pp. 198–216. [7] Chatterjee, P. (2010) ‘Causes and consequences of “order online pick up in-store” shopping behavior.’, International Review of Retail, Distribution & Consumer Research, 20(4), pp. 431–448. [8] Chen, Y., Cheung, C. M. K. K. and Tan, C.-W. W. (2018) ‘Omnichannel business research: Opportunities and challenges.’, Decision Support Systems, 109(March), pp. 1–4. [9] Chopra, S.; Meindl, P. (2015) Supply Chain Management: Strategy, Planning, and Operation. Essex: Pearson Education. 116
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