Omni-channel retailing strategy and research agenda

Ioana Nicoleta Abrudan, Dan-Cristian Dabija, David B. Grant

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review


The paper reviews omni-channel retailing strategy to differentiate between
omni-channel retailing and its precursors, multi and cross-channel retailing;
delineate omni-channel strategies evolving from a retailing perspective; and
present a research agenda to address a lack of research on and
inconsistencies in this topic. By means of an extensive literature review,
the authors focus on papers that define the concept and approach the
practical aspects of implementing the strategy. We identify three
approaches to defining omni-channel retailing: integrated selling channels,
seamless shopping experience, and a combination of the two. Finally, this
paper reveals inconsistencies in understanding implementation of the
strategy. It highlights the main areas that need to be addressed by a
retailer when shifting to an omni-channel retail strategy. In contrast with
the existing literature, this review combines the logistic and management perspectives. It is the only study that emphasises the imperatives and
alternatives related to implementing omni-channel strategy.
Original languageEnglish
Title of host publicationPerspectives on Consumer Behaviour : Theoretical Aspects and Practical Applications
EditorsWlodzimierz Sroka
Place of PublicationCham, CH
ISBN (Print)9783030473792
Publication statusE-pub ahead of print - 27.06.2020
MoE publication typeA3 Book chapter


  • Marketing Logics and Strategizing
  • Omnichannel retailing strategy
  • Multi-channel
  • Cross-channel

Sustainable Development Goals

  • GOAL 09: Industry, Innovation and Infrastructure
  • GOAL 11: Sustainable Cities and Communities

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoHP: Humanitarian and societal logistics

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  • Cite this

    Abrudan, I. N., Dabija, D-C., & Grant, D. B. (2020). Omni-channel retailing strategy and research agenda. In W. Sroka (Ed.), Perspectives on Consumer Behaviour: Theoretical Aspects and Practical Applications (pp. 261-280). Springer.