The Effects of Omni-Channel Retailing on Promotional Strategy

Dana Schrotenboer*, Efthymios Constantinides, Carolina Herrando, Sjoerd A. de Vries

*Corresponding author for this work

Research output: Contribution to journalReview articleAcademicpeer-review

7 Citations (Scopus)
92 Downloads (Pure)


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.
Original languageEnglish
Pages (from-to)360-374
Number of pages15
JournalJournal of theoretical and applied electronic commerce research
Issue number2
Early online date24 Mar 2022
Publication statusPublished - Jun 2022


  • Omnichannel
  • Digital Marketing
  • online marketing strategy
  • promotional strategy
  • showrooming
  • webrooming
  • sales promotion


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