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Summary Retail & Omnichannel Marketing (EBM880B05) - (All mandatory articles)
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This is a highly structured, extensive summary that includes all required articles for the Retail & Omnichannel (ROM) exam!
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SummaryRetail & Omnichannel Marketing
EBM880B05
Week 1
ARTICLE 1
Ratchford et al., 2022, Online and Offline Retailing: What We Know and Directions For
Future Research, Journal of Retailing, 98, 152-177.
ARTICLE 2
Stein, A. & B. Ramaseshan, 2016, "Towards the Identification of Customer Experience
Touch Point Elements“, Journal of Retailing and Consumer Services.
ARTICLE 3
W. Reinartz, N.Wiegand and M. Imschloss, 2019, "The impact of digital transformation
on the retailing value chain", International Journal of Research in Marketing, Vol. 36,
Issue 3, pp. 350-366
ARTICLE 4
D. Herhausen, Kleinlercher, K., Verhoef P.C., Emrich, O. & T. Rudolph, 2019, "Loyalty
Formation for Different Customer Journey Segments", Journal of Retailing, vol. 95, issue
3, pp. 9-29
Week 2
ARTICLE 5
M.J. Arnold and K.E. Reynolds, 2003, "Hedonic Shopping Motivations", Journal of
Retailing, vol. 79, pp. 77-95
ARTICLE 6
Inman, J.J., Winer, R.S. & R. Ferraro, 2009, "The Interplay Among Category
Characteristics, Customers Characteristics, and Customer Activities on In-Store Decision
Making", Journal of Marketing, vol. 73, pp. 19-29
ARTICLE 7
Inman, J.J. & H. Nokolova, 2017, "Shopper-Facing Technology: A Retailer Adoption
Decision Framework Incorporating Shopper Attitudes and Privacy Concerns", Journal of
Retailing, vol. 893, issue 1, 7-28
Week 3
ARTICLE 8
Briesch, R. A., Chintagunta, P. K., & Fox, E. J. (2009). How does assortment affect
grocery store choice?, Journal of Marketing Research, 46 (2), 176-189.
ARTICLE 9
Broniarczyk, S. M., Hoyer, W. D., & McAlister, L. (1998). Consumers’ Perceptions of the
Assortment Offered in a Grocery Category: The Impact of Item Reduction. Journal of
Marketing Research, 35(2), 166–176.
, 1
Week 4
ARTICLE 10
Bijmolt, T. H. A., van Heerde, H. J., & Pieters, R. G. M. (2005). New empirical
generalizations on the determinants of price elasticity, Journal of Marketing Research,
2004, 42 (2), 141-156.
ARTICLE 11
Mohammed, R. (2018), The Good-Better-Best Approach to Pricing, Harvard Business
Review, September-October, 106-115
ARTICLE 12
Van Heerde, H. J., Gupta, S., & Wittink, D. R. (2003). Is 75% of the sales promotion
bump due to brand switching? No, only 33% is,” 40 (40), 481-491.
Week 5
ARTICLE 13
Van Doorn, J., Risselada, H. & Verhoef, P.C. (2021). Does sustainability sell? The impact
of sustainability claims on the success of national brands’ new product introduction,
Journal of Business Research, 137, 182-193.
ARTICLE 14
Bezawada, R., & Pauwels, K. (2013). What is special about marketing organic products?
how organic assortment, price, and promotions drive retailer performance, Journal of
Marketing, 77 (1), 31-51.
, 2
Week 1
ARTICLE 1
Ratchford et al., 2022, Online and Offline Retailing: What We Know and
Directions For Future Research, Journal of Retailing, 98, 152-177.
Introduction
Objective in this paper is
1. To present a unified review of the body of literature that focuses on the interaction
between e-commerce and offline retailing,
2. Highlight empirical findings and generalizable insights from this review and discuss their
managerial implications
3. Develop recommendations for future research arising from this review.
Framework of review
What is the relationship between online and offline retail channels: Competition,
complementarity, and outcomes
Because it is easier for consumers to find retailers that charge lower prices online due to lower
search costs, and that online retailers often have a cost advantage due to lower inventory
holding and distribution costs compared to their offline competitors, it is inevitable that growth of
e-commerce will impact market structure by forcing some of the higher cost firms (most of whom
will be small, offline establishments) out of business.
, 3
We expect a higher level of competitive threat from online retailers to offline retailers in markets
selling physical products that involve a significant delivery lag. Due to this delivery lag, offline
retailers will also have a relative advantage over online retailers when selling perishable
products.
, 4
To overcome this disadvantage, online retailers have invested in services with the aim of
minimizing the gap between order and delivery.
In the grocery setting consumers prefer to buy perishable products (e.g., fresh produce, meat,
seafood, and bakery items) offline.
One main advantage of the online channel compared to the offline channel is lower
distribution costs.
Customers have easy access to millions of products online that they could not easily locate or
purchase through brick-and-mortar retailers. This implies that competition between online and
offline retailers will be less intense for niche products (that are likely not available or are hard to
discover offline) compared to bestsellers (that are likely to be available both online and offline).
Online and offline channels are substitutes for popular products since consumers move their
purchases from online to offline with store opening.
E-commerce also allows both the retailers and the consumers to overcome geographical
boundaries
Customers suffering from preference isolation in their local market are less price sensitive when
shopping online and that the substitution from the offline to the online channel is greater for
niche brands, compared to popular brands.
Online and offline retailers are competitors, but also that the competition is less intense
for;
1. Products that have important sensory attributes, for perishable products,
2. Niche products that are unlikely to be available offline
3. When consumers seek instant gratification,
4. For customers whose tastes are less likely to be met by offline offerings,
5. In markets where offline options are limited.
What we know about complementarity between online and offline channels of a retailer
Internet sales are not cannibalized by the entry of a retail store, but catalog sales are.
→ Despite the cannibalization of the catalog channel in the short run, the introduction of a retail
store increases sales in both the catalog and internet channels in the long run.
The online channel does not necessarily significantly cannibalize or threaten the survival of the
offline channel.
Opening a showroom leads to an increase in online sales since showrooms allow customers to
physically examine the product before placing an online order, helping to mitigate the
informational disadvantage of the online channel.
Physical stores may boost demand by increasing brand awareness.
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