Implementation of Omnichannel Strategy in the US Retail: Evolutionary Approach

Lanlan Cao ()
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Lanlan Cao: NEOMA Business School

A chapter in Exploring Omnichannel Retailing, 2019, pp 47-69 from Springer

Abstract: Abstract The aim of this chapter is to analyse different stages of omnichannel development and integration. Reports to the New York Stock Exchange, submitted by 91 US retailers are investigated in a comparative analysis. The findings indicate that the creation of an omnichannel retailer and identifies several stages of cross-channel integration strategy. According to the proposed model, the integration starts from a silo mode, when online and traditional are operated separately, through multi-channel with a minimal level of integration between channels, then the level of integration increases (multi-channel, with moderate integration), and the final stage is full integration, the omnichannel. Omnichannel development does need to be a revolutionary approach, but is implemented through an evolutionary approach where the company is moving step by step, gradually changing its operations through integration. Such a model can be used as road map for retailers, when building towards an omnichannel business model.

Keywords: Omnichannel; Strategy; Multichannel; Evolution; Channel integration; Retail (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-98273-1_3

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DOI: 10.1007/978-3-319-98273-1_3

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