From Multi-Channel Retailing to Omni-Channel Retailing Introduction to the Special Issue on Multi-Channel Retailing

被引：1346

作者：

Verhoef, Peter C. ^{[1
]}

Kannan, P. K. ^{[2
]}

Inman, J. Jeffrey ^{[3
]}

机构：

[1] Univ Groningen, Fac Econ & Business, NL-9700 AV Groningen, Netherlands

[2] Univ Maryland, Smith Sch Business, College Pk, MD 20740 USA

[3] Univ Pittsburgh, Joseph M Katz Grad Sch Business, Pittsburgh, PA 15260 USA

来源：

JOURNAL OF RETAILING | 2015年 / 91卷 / 02期

关键词：

Omni-channel; Retail-mix; Retail performance; Online; CUSTOMER MANAGEMENT; INTERNET CHANNEL; ADOPTION; IMPACT; MEDIA;

D O I：

10.1016/j.jretai.2015.02.005

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：174 / 181

页数：8

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