From the store to omnichannel retail: looking back over three decades of research
Publication Date
1-1-2021
Document Type
Article
Publication Title
International Review of Retail, Distribution and Consumer Research
Volume
31
Issue
1
DOI
10.1080/09593969.2020.1833961
First Page
1
Last Page
35
Abstract
The retail sector has gone through major changes over the past three decades. These changes have been made possible by advances in information and communications technology that have enabled new business models, communication tools, technologies, and supply-chain practices to emerge and shape the behavior of actors across the retail value chain. For example, from its initial incarnation as only a separate, albeit small, channel in the retail and marketing mix, e-commerce is now a critical part of a firm’s multi- and omnichannel strategy. In this paper, we synthesize current knowledge drawn from academic retail literature and discuss potential directions for future research. This study contributes to research by developing five research propositions, based on our literature review, to guide researchers to better grasp the technological and digital developments across the retail sector over the next decade or so.
Keywords
Digitalization, marketing, research, retail, review
Department
Information Systems and Technology
Recommended Citation
Mikko Hänninen, Stephen K. Kwan, and Lasse Mitronen. "From the store to omnichannel retail: looking back over three decades of research" International Review of Retail, Distribution and Consumer Research (2021): 1-35. https://doi.org/10.1080/09593969.2020.1833961
