Strategic Optimization of Omnichannel Retailing: A SWOT-PESTEL Analysis

Xianyao Xu ()
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Xianyao Xu: Wuhan University

A chapter in Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025), 2025, pp 457-463 from Springer

Abstract: Abstract This paper explores the evolving landscape of omnichannel retailing, a strategy that integrates physical, digital, and mobile channels to create a seamless and customer-centric shopping experience. Amidst rapid technological advancements and shifting consumer expectations, the study applies an integrated SWOT-PESTEL framework to evaluate internal capabilities and external environmental pressures faced by global retailers. The research draws on semi-structured interviews with industry experts, a systematic review of academic and industry sources, and detailed case studies from leading retail brands such as Amazon, Nike, and Patagonia. Key findings highlight that while omnichannel strategies enhance customer engagement and brand loyalty—evidenced by innovations like AR try-ons and metaverse retail spaces—they also introduce challenges such as high technology integration costs, privacy concerns, and regulatory complexities. Opportunities in emerging markets and sustainability initiatives present new avenues for growth, while external threats, including algorithmic scrutiny and data legislation, demand strategic agility. By integrating SWOT with PESTEL and applying Analytic Hierarchy Process (AHP) for prioritization, this study provides a robust framework for decision-making. Practical recommendations include investing in resilient technologies, ethical data practices, and region-specific strategies. This paper contributes to strategic retail management literature by offering actionable insights for enhancing omnichannel effectiveness in a competitive and regulated global market.

Keywords: Omnichannel Retailing; SWOT; PESTEL; Strategic Management; Digital Transformation (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-835-6_48

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