From Multi-Channel Retailing to Omni-Channel Retailing Introduction to the Special Issue on Multi-Channel Retailing
From Multi-Channel Retailing to Omni-Channel Retailing Introduction to the Special Issue on Multi-Channel Retailing
复制标题
DOI：
10.1016/j.jretai.2015.02.005
复制
发表时间：
2015-06-01
影响因子：
10
通讯作者：
Inman, J. Jeffrey
中科院分区：
文献类型：
--
作者：
Verhoef, Peter C.;Kannan, P. K.;Inman, J. Jeffrey
在过去的十年里，零售业发生了巨大的变化。在线渠道的出现以及移动渠道和社交媒体等新的额外数字渠道的出现改变了零售商业模式、零售组合的执行和购物者的行为。在过去十年里，多渠道零售业很流行，但我们现在看到了向所谓的全渠道零售业的转变。全渠道零售对渠道以及购物者在搜索和购买过程中如何受到影响和通过渠道采取了更广泛的视角。我们从概念上讨论了这一发展，并随后讨论了这种多渠道零售的现有研究。我们还介绍了本期关于多渠道零售的文章，并将这些文章定位在新的全渠道运动中。最后，我们提出了一个研究议程，以进一步指导这一领域的未来研究。(C)2015年纽约大学。爱思唯尔公司出版，版权所有。
The world of retailing has changed dramatically in the past decade. The advent of the online channel and new additional digital channels such as mobile channels and social media have changed retail business models, the execution of the retail mix, and shopper behavior. Whereas multi-channel was in vogue in the last decade in retailing, we now observe a move to so-called omni-channel retailing. Omni-channel retailing is taking a broader perspective on channels and how shoppers are influenced and move through channels in their search and buying process. We discuss this development conceptually and subsequently discuss existing research in this multi-channel retailing. We also introduce the articles in this special issue on multi-channel retailing and position these articles in the new omni-channel movement. We end with putting forward a research agenda to further guide future research in this area. (C) 2015 New York University. Published by Elsevier Inc. All rights reserved.