Planning and implementing an effective omnichannel marketing program

Shawn T. Thelen

143 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Consumer Retail Behavior Studies Marketing and Advertising Strategies Digital Innovation in Industries

Abstract

Purpose The purpose of this paper is to analyze differences between multichannel and omnichannel marketing, describe the advantages of omnichannel marketing and explain how retailers can best transition from multichannel marketing to omnichannel marketing. Design/methodology/approach The paper’s findings are based on a systemic review of the literature of academic studies, research-based studies by major consulting firms and case study reports of effective omnichannel retailers. The approach used is managerial and strategic. Findings Four stages are identified between a pure multichannel and a pure omnichannel marketing strategy. This multistage approach enables a firm to determine its current position, to view the gaps in its strategy in moving to the next level and to develop appropriate actions to move to the next higher level. This paper also identifies barriers to a firm implementing an omnichannel marketing strategy and describes how these barriers can be overcome. Practical implications This paper describes the advantages associated with omnichannel marketing and discusses a strategy to transition to omnichannel marketing. Barriers to adopting omnichannel marketing and how they can be overcome are analyzed. Originality/value This study makes a number of contributions to the literature on omnichannel marketing. It sets forth specific criteria for firms to determine their present stage on the multichannel marketing to omnichannel marketing hierarchy. This strategic approach provides firms with a roadmap to planning and implementing an omnichannel marketing orientation. The paper concludes with directions for future research and managerial implications and conclusions.

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References

2016Understanding Customer Experience Throughout the Customer Journey 2015From Multi-Channel Retailing to Omni-Channel Retailing 2007Multichannel customer management: Understanding the research-shopper phenomenon 2014Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing 2012Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information 2015Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing 2015Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration 2015The Impact of Cross-Channel Integration on Retailers’ Sales Growth

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2022How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior 2021A further approach in omnichannel LSQ, satisfaction and customer loyalty 2021Challenging the "integration imperative": A customer perspective on omnichannel journeys 2020Barriers in omnichannel retailing returns: a conceptual framework

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