Title: Omni-channel: the future of olive oil marketing in Spain

Authors: Hui Han

Addresses: Department of Industrial Engineering, Business Administration and Statistics, Technical University of Madrid (UPM), José Gutiérrez Abascal, 2, 28006, Madrid, Spain

Abstract: Spain is not only the world's leading olive-producer, but also the global largest export country of olive oil with a total $163 million in 2016. The global growth in olive oil consumption affords an opportunity for Spanish olive oil industry. Omni-channel seamlessly integrates all channels to maximise consumer's service, which can be a key driver for the establishment of new olive oil distribution pattern. Thus, we propose one omni-channel model for olive oil companies to explore the global olive oil market. The proposal omni-channel model is based on Spanish olive oil companies, which account for more than 95% local market share. It also analyses the current retailing channels of olive oil in Spain, and particularly emerging experience social media, mass communication, showroom, vending machines, crowd shipping, C&C, and backward processes. Olive oil firms can set up and improve their own distribution system based on the omni-channel model proposed in this paper.

Keywords: omni-channel; olive oil; Spain; model; showroom; reverse logistics; social media.

DOI: 10.1504/IJBIR.2020.105920

International Journal of Business Innovation and Research, 2020 Vol.21 No.3, pp.356 - 369

Received: 23 Dec 2017
Accepted: 03 Sep 2018

Published online: 18 Mar 2020 *

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