Abstract
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.
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 language | English |
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| Number of pages | 9 |
| Publication status | Published - 16 Jan 2021 |
| Event | 20th International Marketing Trends Conference, IMTC 2021 - Venice (Online), Italy Duration: 14 Jan 2021 → 16 Jan 2021 Conference number: 20 https://www.marketing-trends-congress.com/ |
Conference
| Conference | 20th International Marketing Trends Conference, IMTC 2021 |
|---|---|
| Abbreviated title | IMTC 2021 |
| Country/Territory | Italy |
| City | Venice (Online) |
| Period | 14/01/21 → 16/01/21 |
| Internet address |