• Somu Kumar Department of Management, Amity University, India
  • Kishore Bhattacharjee Department of Management, Amity University, India
  • Chetna Priti Department of Management, Amity University, India
  • Ravinjit Singh Sidhu Faculty of Business & Accountancy, Lincoln University College, Malaysia


Purpose: In this competitive environment everything is changing with a greater pace at every second because of the new technology, current trends. So as the changes can be seen in the retail industry as to stand out and attract more customers it also keeps updating itself with the new trends, technology, and innovations. E-commerce businesses are creating a major challenge for the retail store business because of their better offerings and a more convenient way of shopping experience for the customers. Therefore, as a new trend, retail outlets are now coming up with different innovative channels offering like multi- channel, Omni-channel retailing (where offline & online everything is linked with each other) for a better and convenient shopping experience for the customers. Hence, this study has been conducted to provide a view to retailers how the Omni-channel retailing (different factors)- offered by stores impact the customers to choose a store.

Statement of the problem: As per the current scenario, the market keeps on changing   and on one or the other day some new things will be coming in the market. This happens because of the better technology advancement coming in the market with much better convenient features as well as with cost effectiveness. To survive in this competitive environment, the retail sector also keeps on updating itself with the latest technology to provide the customers a better shopping experience as per their convenience. From offline channel to online then multichannel and finally the integration of all channels i.e. Omni-channel to create a hassle-free shopping experience. To face the competition offered by e-commerce, physical retail store keeps on updating its channel as per customer’s convenience to offer a better shopping experience. This paper aims to study how Omni-channel retailing offered by different retail stores impact the customers to choose a store.

A total of 7 research papers have been reviewed based on which a conceptual framework has been designed, the study has been performed using qualitative approach and using exploratory research technique.


Omni-Channel Retailing, Integrated Promotion, Trust, Information Access, Product, Price, Order Delivery and Store Choice


Download data is not yet available.


Bendoly, E., Blocher, J.D., Bretthauer, K.M., Krishnan, S. & Venkataramanan, M.A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), pp 313- 327.

Cook, G. (2014). Customer experience in the omni-channel world and the challenges and opportunities this presents. Journal of Direct, Data and Digital Marketing Practice, 15(4), pp 262–266.

Gallino, S. & Moreno, A. (2014). Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information. Management Science, 60(6), pp 1434-1451.

Glushko, R.J. & Tabas, L. (2009). Designing service systems by bridging the “front stage” and “backstage”. Information Systems and E-Business Management, 7(4), pp 407-427.

Grewal, D., Roggeveen, A.L. & Nordfält, J. (2017). The Future of Retailing. Journal of Retailing, 93(1), pp 1-6.

Herhausen, D., Binder, J., Schoegel, M. & Herrmann, A. (2015). Integrating bricks with clicks: retailer-level and channel-level outcomes of online-offline channel integration. Journal of Retailing, 91(2), pp 309-325.

Huang, T. & Van Mieghem, J.A. (2014). Clickstream data and inventory management: Model and empirical analysis. Production and Operations Management, 23(3), pp 333-347.

Juaneda-Ayensa, E., Mosquera, A. & Murillo, Y.S. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7(July), pp 1-11.

McGoldrick, P.J. & Collins, N. (2007). Multichannel retailing: profiling the multichannel shopper. International Review of Retail, Distribution and Consumer Research, 17(2), pp 139- 158.

Mitchell, V.W & Papavassiliou, V. (1997). Exploring consumer confusion in the watch market. Marketing Intelligence & Planning, 15(4), pp 164-172.

Neslin, S.A. & Shankar, V. (2009). Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions. Journal of Interactive Marketing, 23(1), pp 70-81.

Ofek, E., Katona, Z. & Sarvary, M. (2011). “Bricks and clicks”: The impact of product returns on the strategies of multichannel retailers. Marketing Science, 30(1), pp 42-60.

Piotrowicz, W. & Cuthbertson, R.W. (2014). Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing. International Journal of Electronic Commerce, 18(4), pp 5-16.

Saghiri, S., Wilding, R., Mena, C. & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77(August), pp 53-67.

Verhoef, P.C., Kannan, P. K. & Inman, J.J. (2015). From Multi-channel Retailing to Omni- channel Retailing. Journal of Retailing, 91(2), pp 174-81.

Vogel, J. & Paul, M. (2015). One firm, one product, two prices: Channel-based price differentiation and customer retention. Journal of Retailing and Consumer Services, 27(C), pp 126-139.

Wolk, A. & Ebling, C. (2010). Multi-channel price differentiation: An empirical investigation of existence and causes. International Journal of Research in Marketing, 27(2), pp 142-150.

Zhang, M., Ren, C., Wang, G.A. & He, Z. (2018). The impact of channel integration on consumer responses in Omni-channel retailing: The mediating effect of consumer empowerment. Electronic Commerce Research and Applications, 28(February), pp 181-193.




How to Cite

Somu Kumar, Kishore Bhattacharjee, Chetna Priti, & Ravinjit Singh Sidhu. (2020). IMPACT OF OMNI-CHANNEL RETAILING ON STORE CHOICE. International Journal on Recent Trends in Business and Tourism (IJRTBT), 4(3), 23-29. Retrieved from