The effects of Omni-Channel retailing on promotional strategy

Schrotenboer, D. ; Constantinides, E. ; Herrando, C. (Universidad de Zaragoza) ; Vries, S.

Resumen: The objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing needs of customers and ultimately provide the customer with a seamless experience. This research is based on a critical systematic literature review of articles related to the topics of ‘omni-channel retailing’ and ‘promotional strategy’. The analysis made evident that most literature is focused on developing an understanding of omni-channel retailing; uncovering consumer behaviours in omni-channel retailing; and ways to adapt promotional strategies related to merchandising, sales promotion, selling, and word of mouth. Past research is quite fractured and does not represent a holistic picture of the implications of omni-channel retailing for promotional strategy. The analysis provided in this paper provides a general guideline for researchers and practitioners concerning promotional strategies that can be adopted in omni-channel retailing. © 2022 by the authors. Licensee MDPI, Basel, Switzerland.

Idioma: Inglés

DOI: 10.3390/jtaer17020019

Año: 2022

Publicado en: Journal of Theoretical and Applied Electronic Commerce Research 17, 2 (2022), 360-374
ISSN: 0718-1876

Factor impacto JCR: 5.6 (2022)

Categ. JCR: BUSINESS rank: 63 / 154 = 0.409 (2022) - Q2 - T2

Factor impacto CITESCORE: 6.2 - Computer Science (Q1) - Business, Management and Accounting (Q1)

Factor impacto SCIMAGO: 0.768 - Business, Management and Accounting (miscellaneous) (Q1) - Computer Science Applications (Q2)

Tipo y forma: Article (Published version)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)