Complementarity between online and offline channels for quality signaling

2021 ◽  
Author(s):  
Yijuan Chen ◽  
Xiangting Hu ◽  
Sanxi Li
Keyword(s):  
Offline Channels

A managerial perspective on omnichannel e-customer

2020 ◽  
pp. 5-17
Author(s):  
Maria Teresa Cuomo ◽  
Francesca Ceruti ◽  
Alice Mazzucchelli ◽  
Alex Giordano ◽  
Debora Tortora
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Empirical Analysis ◽  
Customer Experience ◽  
Tourism Industry ◽  
Point Of View ◽  
Social Commerce ◽  
Social Dimensions ◽  
Offline Channels ◽  
Managerial Perspective

The actual omnichannel customer uses indifferently both online and offline channels to express himself through consumption, which increasingly blends personal, cultural and social dimensions. In this perspective social media and social networks are able to assist e-retailers in their effort of creating a total e-customer experience, especially in the tourism industry, trying to satisfy their clients from the relational and commercial point of view. By means of an empirical analysis where managers were interviewed on the topic and its degree of application in the firms, the paper underlines how from the managerial point of view, that represents a new prospect on the topic, the expected shift from e-commerce to social commerce paradigm, facilitating the selling and buying of products and services by using various internet features, is nowadays not completely understood and realized.

scholarly journals Operations management of smart logistics: A literature review and future research

2021 ◽  
Author(s):  
Bo Feng ◽  
Qiwen Ye
Keyword(s):  
Operations Management ◽  
Optimization Problems ◽  
Future Research ◽  
Information Communication ◽  
Logistics Industry ◽  
Smart Logistics ◽  
Promising Solution ◽  
Future Research Directions ◽  
Offline Channels ◽  
The Internet Of Things

AbstractThe global collaboration and integration of online and offline channels have brought new challenges to the logistics industry. Thus, smart logistics has become a promising solution for handling the increasing complexity and volume of logistics operations. Technologies, such as the Internet of Things, information communication technology, and artificial intelligence, enable more efficient functions into logistics operations. However, they also change the narrative of logistics management. Scholars in the areas of engineering, logistics, transportation, and management are attracted by this revolution. Operations management research on smart logistics mainly concerns the application of underlying technologies, business logic, operation framework, related management system, and optimization problems under specific scenarios. To explore these studies, the related literature has been systematically reviewed in this work. On the basis of the research gaps and the needs of industrial practices, future research directions in this field are also proposed.

scholarly journals Pricing Policies in a Retailer Stackelberg O2O Green Supply Chain

2020 ◽  
Vol 12 (8) ◽  
pp. 3236
Author(s):  
Gan Wan ◽  
Gang Kou ◽  
Tie Li ◽  
Feng Xiao ◽  
Yang Chen
Keyword(s):  
Supply Chain ◽  
Stackelberg Game ◽  
Good Combination ◽  
Green Supply Chain ◽  
Game Model ◽  
Mathematical Function ◽  
Pricing Strategies ◽  
Direct Channel ◽  
Retail Channel ◽  
Offline Channels

Due to the popularization of the concept of “new retailing”, we study a new commercial model named O2O (online-to-offline), which is a good combination model of a direct channel and a traditional retail channel. We analyze an O2O supply chain in which manufacturers are responsible for making green products and selling them through both online and offline channels. The retailer is responsible for all online and offline channels’ orders, and the manufacturer gives the retailer a fixed fee. We construct a mathematical function model and analyze the greenness and pricing strategies of centralized and decentralized settings through the retailer Stackelberg game model. Due to the effects of the double marginalization of supply chain members, we adopt a simple contract to coordinate the green supply chain. The paper’s contributions are that we obtain pricing and greening strategies by taking the cooperation of offline channels and online channels into consideration under the O2O green supply chain environment.

scholarly journals Digital Marketing as a Technology for Promotion of Organic Products

2019 ◽  
pp. 196-200
Author(s):  
I. Novytska
Keyword(s):  
Customer Service ◽  
Integrated Approach ◽  
Digital Marketing ◽  
Continuous Quality ◽  
Potential Consumer ◽  
Organic Products ◽  
Market Needs ◽  
Marketing Costs ◽  
The Right ◽  
Offline Channels

The article highlights the use of digital marketing as an opportunity for modern promotion of organic products, which should turn into a complex of multidirectional components, such as: a deep study of the online audience, its behavioral component; Engaging all possible audience segments immersion of production employees in digital communication with the consumer; organization of interaction with the potential consumer. Digital technology provides an integrated approach to promoting organic products in the digital environment, also encompassing offline consumers using mobile phones and other digital communications. Provides the ability to integrate a large number of different technologies (social, mobile, web, etc.) with sales and customer service. Continuous quality two-way communication between the advertiser and the end consumer of organic products; the combination of technology and human resources, keeping the right balance, based on the needs of the target audience and the features of the organic products offered; the ability to be relevant to the market, evaluate and analyze the results of promotion, respond flexibly to market needs. The article notes that digital marketing is more profitable than a traditional advertising campaign, especially for small non-network manufacturers. Organic producers who previously could not afford to compete with the big players side by side with the big players are now offered to launch a quality campaign for their audience, even at low marketing costs. marketing opens up a lot of new opportunities for organic businesses, while improving the quality of ordering and delivery and making it more personalized to potential consumers. Keywords digital marketing, promotion, organic products, digital tools, online channels, offline channels, consumers.

PRICING AND INVENTORY STRATEGIES FOR A TWO-STAGE DUAL-CHANNEL SUPPLY CHAIN

2012 ◽  
Vol 29 (01) ◽  
pp. 1240004 ◽  
Author(s):  
RUN H. NIU ◽  
XUAN ZHAO ◽  
IGNACIO CASTILLO ◽  
TARJA JORO
Keyword(s):  
Supply Chain ◽  
Wholesale Price ◽  
Product Line ◽  
Two Stage ◽  
Web Based ◽  
Dual Channel ◽  
Eoq Model ◽  
Joint Pricing ◽  
Dual Channel Supply Chain ◽  
Offline Channels

The Internet is becoming increasingly important as a sales channel. Thus, most large retail firms have adopted a multi-channel strategy that includes both web-based channels and pre-existing offline channels. In this paper, we consider joint pricing and inventory/production decision problems for members in a monopoly two-stage dual-channel retailer supply chain. For a dual-channel retailer, pricing in one channel will affect the demand in the other channel. This subsequently affects the retailer's replenishment (ordering) decisions, which have an impact on the producer's inventory/production plans and wholesale price decisions. It is clear then that pricing decisions and inventory/production decisions are interacting in each member of the supply chain and among the members in the chain as well. In this paper, we analyze joint pricing and inventory/production problems under three scenarios by incorporating intra-product line price interaction in the EOQ model. We show that a unique equilibrium exists under certain realistic conditions. We also provide numerical results that offer insights for pricing strategies for the dual-channel retailer supply chain and for product design for different channels.

scholarly journals Empirical Study of Omnichannel Purchasing Pattern with Real Customer Data from Health and Lifestyle Company

2019 ◽  
Vol 11 (24) ◽  
pp. 7185 ◽  
Author(s):  
Jongsoo Kang ◽  
Marko Majer ◽  
Hyun-Jung Kim
Keyword(s):  
High Performance ◽  
Statistical Significance ◽  
Real Data ◽  
Usage Pattern ◽  
Customer Data ◽  
Customer Group ◽  
Trading Period ◽  
Online Channel ◽  
The Difference ◽  
Offline Channels

This study examines the effect of omnichannel usage pattern on customers’ purchasing amount by determining statistical significance of different purchasing amount occurred for online and offline channel usage pattern with empirical analysis. The data is collected from a health and lifestyle company operated by Major Pharmaceutical company in Korea, which sells health supplement and skincare products through their owned online and offline channels. The channel usage pattern of customers is categorized into four groups: Customer using online channel only, customer using offline channel only, customer first joined membership through online and use both on/offline channels and customers joined membership through offline channel and use both on/offline. Then, the trading period, total number of purchasing, average purchasing amount per transaction and total purchasing amount during trading period among the above four groups were analyzed. The result demonstrated the number of purchasing, average purchasing amount and total purchasing amount for the omnichannel customer groups who cross used on and offline showed statistical significance. However, the difference in purchasing amount between the group of customers who joined online membership and use offline channel and another customer group that joined offline membership and use online channel was not statistically significant. This study overcame the limitation of conventional studies used survey based data, by the application of empirical data from the real customers in on/offline channels, and provides meaningful insights based on empirical real data that group of customers with higher purchasing experience in both on/offline channels shows high performance.

scholarly journals Understanding Physicians’ Online-Offline Behavior Dynamics: An Empirical Study

2020 ◽  
Vol 31 (2) ◽  
pp. 537-555
Author(s):  
Liuan Wang ◽  
Lu (Lucy) Yan ◽  
Tongxin Zhou ◽  
Xitong Guo ◽  
Gregory R. Heim
Keyword(s):  
Empirical Study ◽  
System Design ◽  
Healthcare System ◽  
Resource Constraints ◽  
Healthcare Services ◽  
Timely Manner ◽  
Online Services ◽  
Policy Makers ◽  
Behavior Dynamics ◽  
Offline Channels

Online healthcare platforms allow physicians and patients to communicate in a timely manner. Yet little is known about how physicians’ online and offline activities affect each other and, consequently, the healthcare system. We collected data from both online and offline channels to study physicians’ online-offline behavior dynamics. We find that physicians’ online activities can lead to a higher service quantity in offline channels, whereas offline activities may reduce physicians’ online services because of resource constraints. We also find that the more offline patients that physicians serve, the more articles the physicians will likely share in online healthcare platforms. These findings are of great importance to practitioners and policy makers. Our work provides evidence that online healthcare platforms supplement offline services and thus lessen the concern that physicians’ participation in online healthcare platforms will negatively influence offline healthcare services. Our findings also indicate the need for the improvement of online-offline coordination and better system design.

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