The Effects of Omni-Channel Retailing on Promotional Strategy

D.W. Schrotenboer*, E. Constantinides, S.A. de Vries, C. Herrando

*Corresponding author for this work

Research output: Contribution to conferencePaperpeer-review

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Purpose – The objective of this research is to discover the effects omni-channel retailing has on promotional strategy. This, in order to better understand how to alter promotional strategy in accordance with the ever-changing needs of customers, and ultimately provide the customer with a seamless experience.

Design/Methodology/Approach – The research conducted in this paper is based on a critical systematic literature review of a total of 22 papers related to the topics ‘omni-channel retailing’ and ‘promotional strategy’.

Findings – Most literature has 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. The research conducted in the past is quite fractured and does not represent a holistic representation of the implications of omni-channel retailing on promotional strategy.

Research Limitations/Implications – The research in this paper focuses on quite broad research topics and future research is needed on the changes of the customer journey due to the omni-channel environment in order to more holistically discover the implications of this environment on promotional strategy. However, this research can prove as a guideline for researchers as an analysis of the most important topics related to promotional strategy in omni-channel retailing.

Practical Implications – Practitioners can benefit from this research, as a general guideline is given on the topics most interesting for leveraging opportunities of omni-channel retailing. Furthermore, specific promotional tactics given can prove to be important steps in the right direction of a successful promotional strategy in the omni-channel environment.
Original languageEnglish
Number of pages9
Publication statusPublished - 16 Jan 2021
Event20th Internatonal Marketing Trends Conference - Online, Venice, Italy
Duration: 14 Jan 202116 Jan 2021


Conference20th Internatonal Marketing Trends Conference
Internet address


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