11/13/2023 0 Comments Walmart online order problems![]() ![]() The Marketing Science Institute (MSI) has recognized omnichannel retailing as one of the five marketing research priorities for 2018–20 ( Marketing Science Institute, 2018). ![]() This type of retailing involves employing multiple channels and integrating activities within and across these channels to correspond with how customers shop ( Ailawadi & Farris, 2017). In the past decade, trade press and academic research in marketing has highlighted the rise of omnichannel retailing. Further, we employ cluster analysis to show which demographics are good targets for retailers as they develop omnichannel capabilities, as well as which demographics retailers need to keep loyal to their original channels. We estimate a multivariate probit model using data from a customer survey and find that offline retailers should instead focus on delivering the fundamentals of retailing to their online customers too – larger assortment, competitive prices, and purchase convenience. ![]() Looking at the competition between Amazon and Walmart, however, we demonstrate that focusing on quicker delivery is not the best strategy for offline retailers when opening online channels to compete with online retailers. Relatedly, trade press has highlighted how offline retailers have been investing heavily in the use of their existing physical retail network for quicker delivery and pick-up of online orders. A large body of academic research has recently focused on omnichannel retailing especially on brick-and-mortar (offline) retailers adding and integrating online capabilities. ![]()
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