Title: Prioritising the barriers of omni-channel retailing implementation: an emerging market perspective

Authors: Ranjit Roy Ghatak

Addresses: International Management Institute (IMI), IDCO Plot No. 1, Gothapatna, P.O. Malipada, Bhubaneshwar, Khordha, Odisha, 751003, India

Abstract: Omni-channel has recently appeared as a dominant strategy in the retailing sector. An OC strategy requires a channel-design and channel-management framework to align and integrate organisational systems, structure, processes, people, and resources to deliver a seamless and consistent customer experience across channels. Transformation management is challenging. The study aims to identify and investigate barriers to OC retailing by developing a framework for retail managers to prioritise and manage their removal. A literature review found 21 barriers. The study used an integrated ISM and fuzzy MICMAC approach to analyse contextual relationships between barriers. ISM produced a nine-level hierarchical model. Fuzzy MICMAC analysis classified barriers by driving power and dependency. The framework helps meet customer expectations by prioritising and eliminating barriers to OC retailing. The study fills a gap in the OC retailing literature by providing a structured framework for managing the transition to OC retailing, especially in an emerging market context.

Keywords: omni-channel; channel; retailing; barrier; implementation.

DOI: 10.1504/IJBSR.2024.139519

International Journal of Business and Systems Research, 2024 Vol.18 No.4, pp.307 - 336

Received: 21 Dec 2022
Accepted: 19 Feb 2023
Published online: 03 Jul 2024 *

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