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Trends in omnichannel logistics: a survey study with Swedish retailers

Kembro, Joakim LU and Norrman, Andreas LU (2017) NOFOMA 2017 p.410-425
Abstract
PurposeThe purpose of this study is to understand current trends and challenges in omnichannel logistics.Based on the study findings, a number of propositions are formulated.Design/methodology/approachAn exploratorysurvey study is conducted with 28Swedish retail companies that are involved with or plan to engage in omnichannel logistics. The study investigates the retailers’ previous andcurrent situation as well as their perceptions of development five years ahead.FindingsThestudy showsthat most retailers currently manage their channels separately, but in five years from now, the omnichannel approach will dominate. A number of challenges are identified that must be addressed during this transformation,... (More)
PurposeThe purpose of this study is to understand current trends and challenges in omnichannel logistics.Based on the study findings, a number of propositions are formulated.Design/methodology/approachAn exploratorysurvey study is conducted with 28Swedish retail companies that are involved with or plan to engage in omnichannel logistics. The study investigates the retailers’ previous andcurrent situation as well as their perceptions of development five years ahead.FindingsThestudy showsthat most retailers currently manage their channels separately, but in five years from now, the omnichannel approach will dominate. A number of challenges are identified that must be addressed during this transformation, e.g. combining centralized control with more complex distribution structures, implementing more advanced information systems, and developing the warehousing activities.Research limitations/implications A limitation is the focus on Swedish retailers, the explorative approach, and the use of perception data. A research agenda is proposed based on the gap between current status and the outlook for fiveyears ahead, that calls for testing the trends we explored.Practical implications The study highlights several network aspects that are important for practitioners to consider as they undergo a transition from multichannels to omnichannels, such as how to combine larger assortment, broader and longer distribution structure with central governance to keep inventory and tied-up capital under control.Original/valueA majority of research provides static views of omnichannel aspects. This study is original in that it studies perceived and expected changes over time related to the transformation from multichannels to omnichannels. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
Omnichannel, Logistics, Distribution, Network, Strategy, Information Systems, Logistics Service Provider
host publication
Proceedings to 29th NOFOMA 2017, Lund, Sweden June 8-9 2017
pages
15 pages
conference name
NOFOMA 2017
conference location
Lund, Sweden
conference dates
2017-06-07 - 2017-06-09
ISBN
978-91-7753-337-5
language
English
LU publication?
yes
id
69376b55-2859-4fd9-87fd-87738055d109
alternative location
https://portal.research.lu.se/portal/files/30273519/NOFOMA2017_PROCEEDINGS_5.pdf
date added to LUP
2019-06-27 09:30:11
date last changed
2019-07-01 15:18:03
@inproceedings{69376b55-2859-4fd9-87fd-87738055d109,
  abstract     = {PurposeThe  purpose  of  this  study  is  to  understand  current  trends  and  challenges  in  omnichannel  logistics.Based on the study findings, a number of propositions are formulated.Design/methodology/approachAn exploratorysurvey study is conducted with 28Swedish retail companies that are involved with or plan to engage in omnichannel logistics. The study investigates the retailers’ previous andcurrent situation as well as their perceptions of development five years ahead.FindingsThestudy  showsthat most retailers  currently  manage  their  channels  separately,  but  in  five  years  from  now, the  omnichannel  approach  will  dominate.  A number  of  challenges  are identified that must be addressed during this transformation, e.g. combining centralized control with more complex distribution structures, implementing more advanced information systems, and developing the warehousing activities.Research limitations/implications A  limitation  is  the  focus  on  Swedish  retailers,  the  explorative  approach,  and  the  use  of  perception data. A research agenda is proposed based on the gap between current status and the outlook for fiveyears ahead, that calls for testing the trends we explored.Practical implications The study highlights several network aspects that are important for practitioners to consider as they undergo a transition from multichannels to omnichannels, such as how to combine larger assortment, broader and longer distribution structure with central governance to keep inventory and tied-up capital under control.Original/valueA majority of research provides static views of omnichannel aspects. This study is original in that  it  studies  perceived  and  expected  changes  over  time  related  to  the  transformation  from  multichannels to omnichannels. },
  author       = {Kembro, Joakim and Norrman, Andreas},
  isbn         = {978-91-7753-337-5},
  keyword      = {Omnichannel,Logistics,Distribution,Network,Strategy,Information Systems,Logistics Service Provider},
  language     = {eng},
  location     = {Lund, Sweden},
  pages        = {410--425},
  title        = {Trends in omnichannel logistics: a survey study with Swedish retailers},
  year         = {2017},
}