Subtopic Deep Dive

Omnichannel Retailing Strategies
Research Guide

What is Omnichannel Retailing Strategies?

Omnichannel retailing strategies integrate online, mobile, and physical retail channels to deliver seamless consumer shopping experiences across touchpoints.

This subtopic examines channel synergies, inventory management, and cross-channel performance metrics in hybrid digital-physical environments. Key papers include Verhoef et al. (2015) with 2254 citations defining the shift from multi- to omnichannel retailing, and Mishra et al. (2020) reviewing consumer decision-making with 361 citations. Research spans 20+ papers from 2014-2021, focusing on technology acceptance and customer journeys.

Curated Papers

Key Challenges

Why It Matters

Omnichannel strategies enable retailers to boost sales by synchronizing inventory across channels, as shown in Verhoef et al. (2015) where integrated experiences increased customer retention. Grewal et al. (2019) demonstrate in-store technologies like AR improve convenience and purchase intent (394 citations). Juaneda-Ayensa et al. (2016) link technology acceptance drivers to higher purchase intentions in omnichannel settings (368 citations), aiding retailers in competing with e-commerce giants.

Key Research Challenges

Measuring Cross-Channel Synergies

Quantifying performance lift from channel interactions remains difficult due to data silos. Verhoef et al. (2015) highlight metrics gaps in multi-to-omni transitions. Mishra et al. (2020) call for better decision-making models integrating channels.

Technology Acceptance Variability

Consumers vary in adopting AR/VR and AI assistants across journeys. Juaneda-Ayensa et al. (2016) identify drivers like ease of use affecting intentions. Hilken et al. (2018, 2021) note challenges in choosing AR/VR for experiential retailing.

Inventory Management Integration

Real-time synchronization across channels faces logistical hurdles. Herhausen et al. (2019) analyze loyalty across journey segments tied to inventory views. Grewal et al. (2019) discuss in-store tech for seamless fulfillment.

Essential Papers

From Multi-Channel Retailing to Omni-Channel Retailing

Peter C. Verhoef, P.K. Kannan, J. Jeffrey Inman · 2015 · Journal of Retailing · 2.3K citations

The future of in-store technology

Dhruv Grewal, Stephanie Noble, Anne L. Roggeveen et al. · 2019 · Journal of the Academy of Marketing Science · 394 citations

Abstract This paper introduces a conceptual framework for understanding new and futuristic in-store technology infusions. First, we develop a 2 × 2 typology of different innovative and futuristic t...

Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention

Emma Juaneda Ayensa, Ana Mosquera de la Fuente, Yolanda Sierra Murillo · 2016 · Frontiers in Psychology · 368 citations

The advance of the Internet and new technologies over the last decade has transformed the retailing panorama. More and more channels are emerging, causing consumers to change their habits and shopp...

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Ruchi Mishra, Rajesh Kumar Singh, Bernadett Köles · 2020 · International Journal of Consumer Studies · 361 citations

Abstract The emergence of omnichannel retailing has revolutionized the way traditional e‐commerce business operates, subsequently bringing fundamental changes to consumer expectations and decision‐...

Making omnichannel an augmented reality: the current and future state of the art

Tim Hilken, Jonas Heller, Mathew Chylinski et al. · 2018 · Journal of Research in Interactive Marketing · 249 citations

Purpose This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understandi...

Conversational commerce: entering the next stage of AI-powered digital assistants

Janarthanan Balakrishnan, Yogesh K. Dwivedi · 2021 · Annals of Operations Research · 230 citations

Abstract Digital assistant is a recent advancement benefited through data-driven innovation. Though digital assistants have become an integral member of user conversations, but there is no theory t...

Loyalty Formation for Different Customer Journey Segments

Dennis Herhausen, Kristina Kleinlercher, Peter C. Verhoef et al. · 2019 · Journal of Retailing · 221 citations

Reading Guide

Foundational Papers

Start with Verhoef et al. (2015) for the core multi-to-omni definition (2254 citations), then Kim et al. (2014) on smart consumer experiences and Alexander and Alvarado (2014) on channel blurring.

Recent Advances

Study Grewal et al. (2019) on in-store tech, Mishra et al. (2020) on decision-making, and Hilken et al. (2021) on AR/VR strategies.

Core Methods

Core methods are conceptual frameworks (Verhoef 2015), surveys on acceptance (Juaneda-Ayensa 2016), experiments on AR/VR (Hilken 2018,2021), and journey analysis (Hamilton 2019).

How PapersFlow Helps You Research Omnichannel Retailing Strategies

Discover & Search

Research Agent uses searchPapers and citationGraph to map Verhoef et al. (2015) as the foundational hub with 2254 citations, linking to Grewal et al. (2019) and Mishra et al. (2020); exaSearch uncovers niche synergies, while findSimilarPapers expands to Hilken et al. (2018, 2021) on AR integration.

Analyze & Verify

Analysis Agent employs readPaperContent on Juaneda-Ayensa et al. (2016) to extract technology acceptance models, verifies claims with CoVe against Herhausen et al. (2019), and runs PythonAnalysis with pandas to statistically compare citation impacts or model purchase intentions from abstracts; GRADE scores evidence strength for channel metrics.

Synthesize & Write

Synthesis Agent detects gaps in inventory metrics from Mishra et al. (2020) reviews; Writing Agent uses latexEditText, latexSyncCitations for Verhoef et al. (2015), and latexCompile to generate strategy frameworks, with exportMermaid diagramming customer journeys from Hamilton and Price (2019).

Use Cases

"Run regression on omnichannel technology acceptance data from key papers"

Research Agent → searchPapers('omnichannel acceptance') → Analysis Agent → readPaperContent(Juaneda-Ayensa 2016) → runPythonAnalysis(pandas regression on extracted metrics) → matplotlib plot of intention drivers.

"Draft LaTeX section on AR in omnichannel journeys citing Hilken et al."

Synthesis Agent → gap detection(Hilken 2018,2021) → Writing Agent → latexEditText('AR framework') → latexSyncCitations(Grewal 2019) → latexCompile → PDF with integrated AR/VR choice matrix.

"Find GitHub repos implementing omnichannel inventory models"

Research Agent → searchPapers('omnichannel inventory') → Code Discovery → paperExtractUrls(Verhoef 2015 cites) → paperFindGithubRepo → githubRepoInspect → exportCsv of simulation codes for channel sync.

Automated Workflows

Deep Research workflow conducts systematic review: searchPapers(50+ omnichannel) → citationGraph(Verhoef cluster) → structured report on synergies. DeepScan applies 7-step analysis with CoVe checkpoints on Grewal et al. (2019) in-store tech. Theorizer generates theory on loyalty segments from Herhausen et al. (2019) and Hamilton (2019).

Try Doxa for Omnichannel Retailing Strategies Research

Frequently Asked Questions

What defines omnichannel retailing strategies?

Omnichannel retailing strategies integrate online, mobile, and physical channels for seamless consumer experiences, as defined by Verhoef et al. (2015).

What are key methods in omnichannel research?

Methods include technology acceptance modeling (Juaneda-Ayensa et al., 2016), AR/VR experimentation (Hilken et al., 2018, 2021), and journey segmentation (Herhausen et al., 2019).

What are the most cited papers?

Top papers are Verhoef et al. (2015, 2254 citations) on multi-to-omni shift, Grewal et al. (2019, 394 citations) on in-store tech, and Mishra et al. (2020, 361 citations) on decision-making.

What open problems exist?

Challenges include cross-channel metrics (Mishra et al., 2020), AR/VR selection (Hilken et al., 2021), and scalable inventory integration (Herhausen et al., 2019).