The Effects of Omni-Channel Retailing on Promotional Strategy

• Dana Schrotenboer ^[1] ; Efthymios Constantinides ^[1] ; Carolina Herrando ^[2] ; Sjoerd de Vries ^[1]
  1. [1] University of Twente

     University of Twente

     Países Bajos

     
  2. [2] Universidad de Zaragoza

     Universidad de Zaragoza

     Zaragoza, España

     
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 17, Nº. 2, 2022, págs. 360-374
• Idioma: inglés
• Enlaces
  • Texto completo
• Resumen

  • The objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing needs of customers and ultimately provide the customer with a seamless experience. This research is based on a critical systematic literature review of articles related to the topics of ‘omni-channel retailing’ and ‘promotional strategy’. The analysis made evident that most literature is focused on developing an understanding of omni-channel retailing; uncovering consumer behaviours in omni-channel retailing; and ways to adapt promotional strategies related to merchandising, sales promotion, selling, and word of mouth. Past research is quite fractured and does not represent a holistic picture of the implications of omni-channel retailing for promotional strategy. The analysis provided in this paper provides a general guideline for researchers and practitioners concerning promotional strategies that can be adopted in omni-channel retailing.