Key factors elevating omni-channel retail experience : A study of critical capability dimensions

Title

Key factors elevating omni-channel retail experience : A study of critical capability dimensions

Creator

K, Girish.

Contributor

V R, Uma.

Description

Increasing digital disruption is driving the necessity for Omni-Channel Retailing, compelling the integration of online and offline channels. The line between online and physical retailing is blurring as retailers intend to deliver a unified experience anytime anywhere, than a mere channel specific experience. As customer expectation for seamless experience intensifies, and retailers organizational, operational and technical barriers persist, it would be vital to formulate a suitable strategy towards e levating Omni-Channel Retail Experience. Though prior studies have observed the need for realigning the strategy around blended advantages of multiple channels, there is a limited understanding with regards to Omni-Channel Capabilities influencing customer experience elements. Besides, it is challenging to adopt all the capabilities within a competitive timeframe. Thus, the importance of prioritizing these capabilities remains fairly underexplored. This research aims to close this gap by ascertaining key Omni-Channel Dimensions and Capabilities influencing experiential aspects, pertaining to Apparel and Fashion retail, which is a leading category in India. The research first employs a qualitative study to corroborate the appropriateness of the Omni-Channel constructs identified from literature review, in the context of Indian retail market, followed by a quantitative study to validate their influence on Omni- Channel Retail Experience. The research determines key capabilities and dimensions from a retailers perspective that underpin key experience elements. The findings established new knowledge in terms of top priority capabilities towards Omni- Channel adoption, and accordingly designed a novel framework termed Capability Priority Framework as a plausible approach to elevate Omni-Channel Retail Experience. The framework is an original contribution of this research serving as an accelerator for retailers to build and reinforce key Omni-Channel capabilities. The research provides a novel perspective of extending The Dialectic Theory of retailing to a modern context such as Omni-Channel. It serves as a basis for organized retailers in India to realign their strategy towards Omni-Channel adoption, as they embark on this path. Finally, it adds to the knowledge base on Omni-Channel, providing a conceptual background towards strategic retailing and further research in this domain.

Source

Author's Submission

Date

2020-01-01

Publisher

Christ(Deemed to be University)

Subject

Management Studies

Rights

Open Access

Relation

61000130

Format

PDF

Language

English

Type

PhD

Identifier

http://hdl.handle.net/10603/376198