Unveiling retail omnichannel challenges: developing an omnichannel obstacles scale

Joanna Radomska, Arkadiusz Kawa, Monika Hajdas, Patrycja Klimas, Susana C. Silva*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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Abstract

Purpose: Retail omnichannel implementation faces barriers hindering accurate and efficient integration across marketing channels. Our desk examination identified a need for a broader perspective in investigating these barriers, moving away from a dominant, narrow approach. This research aims to develop a comprehensive set of items to measure retail omnichannel obstacles, refine the scale and assess its reliability and validity for a robust measurement tool. Design/methodology/approach: Our approach combines quantitative and qualitative methods, using data from primary and secondary sources to create and validate the omnichannel obstacles scale. Findings: This study emphasises the inclusive nature of retail functional areas, departing from prior literature that examined them in isolation. Instead of focussing on separate domains where retail omnichannel obstacles may arise, we adopt a holistic perspective by integrating previously disconnected elements. Originality/value: We assert that challenges in retail omnichannel operations encompass three distinct dimensions: operational efficiency, channel inefficiency, and strategy and organisational culture within retailing. In our final validated measurement model, we consolidate the channel inefficiency dimension and refine the omnichannel obstacles scale to emphasise two areas of consideration.
Original languageEnglish
Pages (from-to)1-20
Number of pages20
JournalInternational Journal of Retail & Distribution Management
Volume53
Issue number13
DOIs
Publication statusPublished - 2024

Keywords

  • Retailing
  • Omnichannel
  • Measurement scale
  • Omnichannel obstacles

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