Transformacja cyfrowa struktur omnikanałowych w dystrybucji produktów

Struktury omnikanałowe w dystrybucji produktów podlegają dynamicznym zmianom wskutek wyłaniania się nowych trendów zakupowych. Jedną z takich zmian jest transformacja cyfrowa, która wywiera wpływ nie tylko na sposób dokonywania zakupów, ale również na transport, odbiór produktów przez klientów czy zarządzanie zwrotami produktów. Często są to czynności przeniesione do świata wirtualnego, a ich przebieg jest możliwy dzięki wykorzystaniu nowoczesnych rozwiązań technologicznych. Celem niniejszego artykułu jest prezentacja wykorzystania rozwiązań technologicznych typu in-store i out-store w funkcjonowaniu struktury omnikanałowej z punktu widzenia zróżnicowanych trendów zakupowych.

Bibliografia/References

Literatura/Literature

Beck, N., i Rygl, D. (2015). Categorization of multiple channel retailing in multi-, cross-, and omni-channel retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170–178. https://doi.org/10.1016/j.jretconser.2015.08.001

Bell, D. R., Gallino, S., Moreno, A. (2014). How to win in an omnichannel world. MIT Sloan Management Review, https://sloanreview.mit.edu/article/how-to-win-in-an-omnichannel-world/ (30.09.2020).

Blázquez, M. (2014). Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience. International Journal of Electronic Commerce, 18(4), 97–116. https://doi.org/10.2753/JEC1086-4415180404

Burke, R. R. (2009). Behavioral effects of digital signage. Journal of Advertising Research, 49(2), 180–185. https://doi.org/10.2501/S0021849909090254

Choi, R., Cho, C. -S. (2012). Introduction of a virtual fitting system for garment-anline-retailing using front and back images of garment. W: G. Lee, D. Howard, D. Ślęzak, Y. S. Hong (eds.), Convergence and Hybrid Information Technology, 309–316. Springer. https://doi.org/10.1007/978-3-642-32692-9_40

Choi, T. Y., Rogers, D., Vakil, B. (2020). Coronavirus is a wake-up call for supply chain management. Harvard Business Review, https://hbr.org/2020/03/coronavirus-is-a-wake-up-call-for-supply-chain-management (30.09.2020).

Chu, A., Lam, M. C. (2007). Store environment of fashion retailers: A Hong Kong perspective. W: T. Hines, M. Bruce (eds.), Fashion Marketing, 2d ed. Amsterdam: Elsevier, 151–167.

D'innocenzio, A., Macy's has launched an in-store shopping assistant powered by IBM's Watson AI tech, 20.07.2016, https://www.businessinsider.com/ap-macys-tests-artificial-intelligence-tool-to-improve-service-2016-7?IR=T (30.09.2020).

Domański, R., Hadaś. Ł. (2017). Kształtowanie systemu logistycznej obsługi klienta w warunkach realizacji strategii omnichannel. Gospodarka Materiałowa i Logistyka, (7), 2–6.

Eroglu, S. A., Machleit, K. A., Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139–150. https://doi.org/10.1002/mar.10064

Fleishman, G. (2017). Face ID on the iPhone X: Everything you need to know about Apple's facial recognition, 25.12.2017, https://www.macworld.com/article/3225406/face-id-iphone-x-faq.html (15.10.2020).

Flavián, C., Gurrea, R., Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15(5), 459–476. https://doi.org/10.1002/cb.1585

Frazer, M., Stiehler, B. E. (2014). Omnichannel retailing: The merging of the online and offline environment. Global Conference on Business and Financial Proceedings, 9(1), 655–657.

Gensler, S., Neslin, S. A., Verhoef, P. C. (2017). The Showrooming phenomenon: It's more than just about price. Journal of Interactive Marketing, 38, 29–43. https://doi.org/10.1016/j.intmar. 2017.01.003

Grewal, D., Roggeveen, A. L., Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1–6. https://doi.org/10.1016/j.jretai.2016.12.008

Gustafsson, E., Jonsson, P., i Holmström, J. (2019). Digital product fitting in retail supply chains: Maturity levels and potential outcomes. Supply Chain Management: An International Journal (ahead-of-print). https://doi.org/10.1108/SCM-07-2018-0247

Haren, P., Simchi-Levi, D. (2020). How coronavirus could impact the global supply chain by mid-march. Harvard Business Review, https://hbr.org/2020/02/how-coronavirus-could-impact-the-global-supply-chain-by-mid-march (10.10.2020).

Kang, J. -Y. M. (2018). Showrooming, webrooming, and user-generated content creation in the omnichannel era. Journal of Internet Commerce, 17(2), 145–169. https://doi.org/10.1080/15332861.2018.1433907

Kang, J. -Y. M. (2019). What drives omnichannel shopping behaviors? Fashion lifestyle of social-local-mobile consumers. Journal of Fashion Marketing and Management: An International Journal, 23(2), 224–238. https://doi.org/10.1108/JFMM-07-2018-0088

Kleiner, A., Sviokla, J. (2017). The thought leader interview: GE's Bill Ruh on the Industrial Internet revolution. Thought Leaders, 86, Spring, 2017, https://www.strategy-business. com/article/The-Thought-Leader-Interview-Bill-Ruh (5.10.2020.

Klosek, N. (2012). Creating the omni-channel. Dealerscope, 54(11), 1–4.

Kozinets, R. V., Sherry, J. F., DeBerry-Spence, B., Duhachek, A., Nuttavuthisit, K., Storm, D. (2002). Themed flagship brand stores in the new millennium: Theory, practice, prospects. Journal of Retailing, 78(1), 17–29. https://doi.org/10.1016/S0022-4359 (01)00063-X

Lee, H. -H., Kim, J., Fiore, A. M. (2010). Affective and cognitive online shopping experience: Effects of image interactivity technology and experimenting with appearance. Clothing and Textiles Research Journal. https://doi.org/10.1177/0887302X09341586

Linton, T., Vakil, B. (2020). Coronavirus is proving we need more resilient supply chains. Harvard Business Review, https://hbr.org/2020/03/coronavirus-is-proving-that-we-need-more-resilient-supply-chains (30.09.2020).

Mason, T., Knights, M. (2019). Omnichannel retail: How to build winning stores in a digital world. Kogan Page Publishers, 9–11.

Mehra, A., Kumar, S., Raju, J. S. (2017). Competitive strategies for brick-and-mortar stores to counter „showrooming”. Management Science, 64(7), 3076–3090. https://doi.org/10.1287/mnsc.2017.2764

Menon, S., Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the internet shopping experience. Journal of Retailing, 78(1), 31–40. https://doi.org/10.1016/S0022-4359(01)00064-1

Merle, A., Senecal, S., St-Onge, A. (2012). Whether and how virtual try-on influences consumer responses to an apparel web site. International Journal of Electronic Commerce, 16(3), 41–64.

Miquel-Romero, M. J., Frasquet, M., Molla-Descals, A. (2020). The role of the store in managing postpurchase complaints for omnichannel shoppers. Journal of Business Research, 109, 288–296. https://doi.org/10.1016/j.jbusres.2019.09.057

Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., Verhoef, P. C. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2). https://doi.org/10.1177/1094670506293559

Pantano, E., Priporas, C. -V. (2016). The effect of mobile retailing on consumers' purchasing experiences: A dynamic perspective. Computers in Human Behavior, 61, 548–555. https://doi.org/10.1016/j.chb.2016.03.071

Pettersen, C. T., Colbjornsen, T. (2019). Omnichannel and digital-only: Analyzing Digital bookselling operations in four Norwegian bookstores. Publishing Research Quarterly, 35(1), 108–121. https://doi.org/10.1007/s12109-018-9620-1

Pietruszyński, P. (2018). Cyfrowa transformacja: od słów do czynów. Computerworld, https://www.computerworld.pl/news/Cyfrowa-transformacja-od-slow-do-czynow,410441.html (29.07.2020).

Poncin, I., Ben Mimoun, M. S. (2014). The impact of „e-atmospherics” on physical stores. Journal of Retailing and Consumer Services, 21 (5), 851–859. https://doi.org/10.1016/j.jretconser.2014.02.013

Rapp, A., Baker, T. L., Bachrach, D. G., Ogilvie, J., Beitelspacher, L. S. (2015). Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance. Journal of Retailing, 91(2), 358–369. https://doi.org/10.1016/j.jretai.2014.12.007

Richter, F. (2013). Showrooming in the retail environment. www.statista.com/chart/1024/showrooming-infographic/ (31.12.2020).

Rigby, D. K. (2011). The Future of Shopping. Harvard Business Review, https://hbr.org/2011/12/the-future-of-shopping (31.12.2020).

Rigby, D. K., Miller, K., Chernoff, J., Tager, S. (2012). Omnichannel retailing: digital disruption and retailer opportunities. Bain Retail Holiday Newsletter, http://goo.gl/47MwZX (31.12.2020).

Rutkowski, K. (2001) Logistyka dystrybucji. Warszawa: Difin, 44–62.

Saghiri, S., Wilding, R., Mena, C., Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77, 53–67. https://doi.org/10.1016/j.jbusres.2017.03.025

Schlesinger, L., Higgins, M., Roseman, S. (2020). Reinventing the direct-to-consumer business model. Harvard Business Review. https://hbr.org/2020/03/reinventing-the-direct-to-consumer-business-model (31.12.2020).

Shankar, V. (2014). Shopper Marketing 2.0: Opportunities and challenges. Shopper Marketing and the Role of In-Store Marketing, 11, 189–208. https://doi.org/10.1108/S1548-643520140000011007

Smyk, S. (2019). Wielokanałowość sprzedaży jako wyzwanie dla menedżerów logistyki dystrybucji. Gospodarka Materiałowa i Logistyka, (10), 11–18. https://doi.org/10.33226/1231-2037.2019.10.2

Sokołowski, W., Zięcina, M. (2017). Logistyka omnichannel. Gospodarka Materiałowa i Logistyka, (12), 1082–1098.

Sopadjieva, E., Dholakia, U. M., Benjamin, B. (2017). A Study of 46,000 shoppers shows that omnichannel retailing works. Harvard Business Review, https://hbr.org/2017/01/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works (31.12.2020).

Spyra, Z. (2008). Kanały dystrybucji. Kształtowanie relacji. Warszawa: CeDeWu Sp. z o.o.

Sugay, L., Rutyna, A., Lewtak, K. (2019). Digitalizacja w projekcie ProfiBaza, https://www.pzh.gov.pl/digitalizacja-w-projekcie-profibaza/ (29.07.2020).

Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros., M., Schlesingerd, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31–41. https://doi.org/10.1016/j.jretai. 2008.11.001

Verhoef, P. C., Kannan, P. K., Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005

Wingfield, N. (2016). Amazon moves to cut checkout line, promoting a grab-and-go experience. The New York Times, 05.12.2016, https://www.nytimes.com/2016/12/05/technology/amazon-moves-to-cut-checkout-line-promoting-a-grab-and-go-experience.html (15.05.2020).

Wtulich, P. (2016). Cyfrowa transformacja... od podstaw, https://www.cxo.pl/news/Cyfrowa-transformacja-od-podstaw,406745.html (30.07.2020).

Zhu, Z., Nakata, C., Sivakumar, K., Grewal, D. (2013). Fix it or leave it? Customer recovery from self-service technology failures. Journal of Retailing, 89(1), 15–29. https://doi.org/10.1016/j.jretai. 2012.10.004

 

Inne źródła/Other sources:

25 top uses of the Internet of Things in retail, https://www.insider-trends.com/top-25-examples-internet-things-retail/ (10.07.2020).

Amazon Go: frequently asked questions, 2016, www.amazon.com/b?node=16008589011 (30.05.2020).

Digital Economy Compass 2018. Statista’s Digital Market Outlook, March 2018, https://www.statista.com/press/p/08_03_2018_the_digital_

economy_compass_2018_available_to_download_now/ (30.11.2020).

Digital Economy Compass 2019. Statista's Digital Market Outlook, July 2019, https://www.statista.com/study/52194/digital-economycompass/ (30.11.2020).

https://www.digitalexcellence.pl/ (30.10.2020).

https://www.esize.me/#o-esize.me (30.09.2020).

https://www.lppsa.com/ (30.10.2020).

https://www.rossmann.pl/firma/de-de/pressestelle/information/dwie-prestizowe-nagrody-dla-it-rossmanna,411534 (2.11.2020).

Robot Pepper asystentem sprzedaży w poznańskim sklepie eobuwie.pl, 2019, https://www.wirtualnemedia.pl/artykul/robot-pepper-asystentsprzedazy-eobuwie-pl (30.09.2020).

Słownik języka polskiego PWN, https://sjp.pwn.pl/ (29.07.2020).

Smart Mirrors and the future of the retail with Oak Labs, https: //www.justanotherinsight.co/articles/smart-mirrors-and-the-future-ofretail-with-oak-labs (30.09.2020).