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Article
Publication date: 22 January 2025

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…

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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.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 15 August 2023

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…

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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.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 26 May 2023

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.

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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.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 7
Type: Research Article
ISSN: 0959-0552

Keywords

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Case study
Publication date: 26 November 2014

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.

Details

Emerald Emerging Markets Case Studies, vol. 4 no. 7
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 9 February 2015

– This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

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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.

Details

Strategic Direction, vol. 31 no. 3
Type: Research Article
ISSN: 0258-0543

Keywords

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