Neha Sharma and Nirankush Dutta
This study explores the shopping orientations of omnichannel customers through the lens of generational cohort theory, which influences their decision-making style while shopping…
Abstract
Purpose
This study explores the shopping orientations of omnichannel customers through the lens of generational cohort theory, which influences their decision-making style while shopping online. It offers key insights into how Generations X, Y and Z interact with digital platforms, helping retailers adapt to the shifting dynamics of modern customers.
Design/methodology/approach
Using different customer decision-making styles, a comprehensive questionnaire was administered to a diverse sample selected via systematic probability sampling. The responses were analysed using multivariate and post hoc analysis to uncover generational and product-based differences in online shopping orientations.
Findings
The analysis reveals apparent generational differences. Gen Z is driven by affordability and quality, while Gen Y is brand-conscious and willing to pay premium prices. In contrast, Gen X exhibits strong brand loyalty, although younger generations show a decline in brand attachment. These findings suggest that retailers must blend online and offline channels to boost customer engagement and loyalty, especially among omnichannel customers.
Research limitations/implications
The study relies on self-reported data, introducing the potential for recall bias, which could affect the accuracy of reported behaviours.
Practical implications
Understanding different generational cohorts’ distinct online shopping behaviours empowers marketers and retailers to craft personalised strategies that enhance customer engagement and drive brand loyalty and satisfaction. By tailoring experiences to the unique preferences of each generation, retailers can ensure seamless shopping journeys that resonate across product categories, maximising their market impact and customer retention.
Originality/value
By applying generational cohort theory, this study uniquely examines the underexplored group of omnichannel customers, offering fresh insights through multivariate analysis into how generational cohorts and product types shape online shopping behaviour, providing valuable guidance for retailers.
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Neha Sharma, Amit Sharma, Nirankush Dutta and Pankaj Priya
This article undertakes a literature review on showrooming, offering an exhaustive overview of research publications and future research objectives that will contribute to…
Abstract
Purpose
This article undertakes a literature review on showrooming, offering an exhaustive overview of research publications and future research objectives that will contribute to extending the understanding of the phenomenon.
Design/methodology/approach
The showrooming literature has been collected from journals indexed by SCOPUS and ranked by ABDC. This was later analysed with the SPAR-4-SLR framework and the TCCM methodology (theories, contexts, characteristics, and methodologies) proposed by Paul et al. (2021) and Paul and Rosado-Serrano (2019).
Findings
The insights of this review include bibliometrics of showrooming research and the number of explored showrooming theories, methodologies, and contexts from which the phenomenon has been studied. It also highlights the various aspects that might be considered while building an optimal approach.
Research limitations/implications
Articles published in SCOPUS-indexed and ABDC-ranked journals between 2012 and August 2022 were considered. Some articles published in conference proceedings and journals, not fulfilling the aforementioned criteria, might have been missed.
Practical implications
SPAR-4-SLR and TCCM methodologies would aid the researchers in further exploration of this phenomenon and suggest options for enhancing customer experience (CX) eventually leading to customer retention. Retail channel managers will find this knowledge handy in “encouraging loyal showrooming” and ensuring business sustainability.
Originality/value
This study uses the novel SPAR-4-SLR framework to structure the review, while TCCM methodology sheds light on the showrooming from the perspective of various theories, contexts, characteristics, and methodologies. The scope for further research identified through the above-mentioned framework and methodology would be of high value to the researchers and practitioners alike.
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Neha Sharma and Nirankush Dutta
This study explores the present state of research related to omnichannel retail, investigates retail's different sub-areas and suggests future research directions.
Abstract
Purpose
This study explores the present state of research related to omnichannel retail, investigates retail's different sub-areas and suggests future research directions.
Design/methodology/approach
The subdomains of omnichannel retail have been identified using a keyword co-occurrence network (KCN) map and content analysis. The 5W1H method assisted in finding the bibliographies of 258 SCOPUS-indexed and ABDC-ranked journal articles and showcasing the omnichannel retail landscape.
Findings
Most research on omnichannel retail is concentrated on five subdomains: customer behaviour, channel integration, technological innovation, supply chain and operations and strategy. The study's conceptual framework illustrates the omnichannel retailing environment and the variables that must be considered whilst establishing an omnichannel strategic vision. Besides, future researchers have been urged to concentrate on interdisciplinary research, as a seamless experience is unachievable if focussed on a single subdomain.
Research limitations/implications
There is a slight probability of missing out on some good articles as this study considered only those articles that have been published in SCOPUS and ranked by the ABDC quality list.
Practical implications
This study emphasises that for businesses to capitalise on the omnichannel model, the businesses must undergo a transformation involving technology convergence, customer-centricity and internal process reorganisation that integrates consumer feedback to co-create value. When a business adopts an omnichannel model, the business's priorities shift. Rather than depending solely on technology, faster delivery and channel integration, an omnichannel strategy requires strong leadership, a clear vision, training for all stakeholders and an understanding of customer pain points to reach the full potential.
Originality/value
The illustration of the omnichannel retail landscape using the 5W1H methodology and antecedents-decisions-outcomes (ADO) framework.
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Nirankush Dutta and Anil K. Bhat
Principles of management, Marketing, Finance, Strategy, Supply Chain Management, Entrepreneurship.
Abstract
Subject area
Principles of management, Marketing, Finance, Strategy, Supply Chain Management, Entrepreneurship.
Study level/applicability
Master's Degree level courses, after students have been taught most of the basics related to management, marketing, finance, strategy, supply chain management and entrepreneurship.
Case overview
Founded in 2007 with an initial investment of less than USA $10,000, Flipkart has come a long way to become the largest E-commerce player in India with a registered user base of 9.6 million and valued at USA $1.6 billion. Efficient use of various marketing strategies has catapulted the company to its success. Till now, they have overcome most of the hurdles successfully. However, a lot needs to be discussed to find out ways to meet the challenges thrown by its competitors, to maintain its supremacy over other online e-retailers and continue its exponential growth to meet USA $1 billion sales by 2015.
Expected learning outcomes
After discussion of the case study, the student should be able to appreciate general business processes and develop basic analytical skills to resolve challenges faced by a fast-growing online start-up company in an emerging country like India. At the end, the students should be able to prepare a marketing plan for their own business within a stipulated budget.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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– This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Efficient use of various marketing strategies has catapulted the Indian online commerce company Flipkart to its success. They have successfully overcome most of the hurdles put in their way. However, much needs to be discussed to find out ways to meet the challenges thrown by its competitors to maintain its supremacy over other online e-retailers and continue its exponential growth to meet US $1 billion sales by 2015.
Practical implications
The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.