An examination of the effects of omni-channel service offerings on retailer performance
International Journal of Physical Distribution & Logistics Management, 2021
PurposeBoth online and brick and mortar retailers have invested heavily in developing omni-channe... more PurposeBoth online and brick and mortar retailers have invested heavily in developing omni-channel service offerings. Though seen as a competitive necessity, these omni-channel service offerings increase costs and complexities. The purpose of this study is to examine the effects of strategies involving bundles of omni-channel services related to order fulfillment and returns management on retailer performance.Design/methodology/approachArchival data were obtained for 152 retailers and analyzed using ordinary least squares regression. Robustness tests using an alternative dependent variable and a model-based classification strategy corroborate our findings.FindingsRetailers offering full sets of high integration omni-channel services (buy online pick up in store, ship from store and in-store returns) have better performance (e.g. sales, growth and competitive position) and web sales than retailers that offer only a partial mix of these high integration services. Retailers offering a ...
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Papers by Judith Whipple