Search Results (100)

The grocerant represents an emerging hybrid retail–foodservice format integrating grocery shopping, prepared meals, and in-store dining. Although practically significant, the academic literature remains limited and dispersed. This PRISMA-informed semi-systematic review synthesizes 16 studies—including direct grocerant research and adjacent work on retail innovation, prepared foods, and digital food retail—to clarify the current state of knowledge. The review followed structured database searches, citation tracking, title/abstract screening, and full-text eligibility assessment. Three main perspectives emerged. First, consumer-focused studies emphasize customer experience, food healthiness, multidimensional perceived value (functional, hedonic, social, and financial), brand prestige, in-store dining behavior, and loyalty. Second, strategic research positions grocerants within retail format innovation and competitive convergence between grocery and restaurant sectors. Third, operational perspectives link grocerants to prepared-food systems, retail food environments, and omnichannel transformation. Major gaps include limited operational and comparative research, geographic concentration, and weak digital integration. The review suggests that grocerants function as evolving systems where convenience, experience, branding, and digital transformation converge. Full article

In supply chains, the focus on last-mile logistics, environmental sustainability, and consumer behaviour became a priority for an increasing number of companies. There is a growing trend towards encouraging environmentally sustainable consumer behaviours by means of retail incentives and sales tactics. Background: This article analyses the research literature at the intersection of three fields: sustainable last-mile logistics, sustainable consumer behaviour, and retail contributions to the development of environmentally sustainable behaviours among consumers. Methods: The article is a systematic review which is based on a framework that assesses the current state of the literature, as regards the theories, methodologies, research contexts, and characteristics of the topics under study. Results: Three conceptual frameworks are suggested to analyse the process of encouraging sustainable consumer behaviours, as well as the types of retail incentives and sales tactics that stimulate specific consumer behaviours. Conclusions: At present, the literature is in an emerging stage of development. Distinct conclusions are drawn about the theories, methodologies, contexts and characteristics of the studied topics. Given the rapid development of e-commerce, omnichannel retailing, and sustainability in logistics and supply chains, further advancements in research are anticipated. On this basis, the paper concludes with a detailed agenda for future research. Full article

The cooperation and integration of channels has promoted the evolution of the traditional dual-channel supply chain into an omni-channel supply chain. The omni-retailing modes can be divided into M mode and R mode depending on the difference in the online channel openers (which are the manufacturer and the retailer, respectively). This paper explores the inter-chain competition equilibrium and intra-chain coordination strategy of two different omni-channel supply chains (which adopt M mode and R mode, respectively). First, the EPEC (Equilibrium Problems with Equilibrium Constraints), MPEC (Mathematical Program with Equilibrium Constraints), and Nash decision models are used to depict the competition equilibrium of the two omni-channel supply chains for three cases: Both supply chains are decentralized, one is decentralized, and the other is integrated, and both are integrated, respectively. Then, the supply chain contracts are designed to coordinate the different kinds of omni-retailing modes. Last, this study verifies and extends the relevant conclusions by using numerical analysis. The results show that: service cooperation is the dominant strategy of omni-channel supply chains when there exists inter-chain competition; R mode is gradually dominating with the deepening of the service cooperation; there exists the parameter interval to make it so that M mode and R mode each becomes the dominant mode in supply chain competition; supply chain coordination is the dominant strategy of inter-chain competition; and the wholesale price contract with subsidy designed in this paper can realize the coordination of the omni-channel supply chain, effectively. But when the two omni-channel supply chains all adopt the coordinative strategy, the supply chain system may fall into the “prisoner’s dilemma”. Full article

Background: The rapid evolution of omnichannel retailing has reshaped retail supply chains (SCs) by coupling replenishment, fulfillment, and service decisions across multiple demand channels under inventory, lead-time, and capacity constraints. These interdependencies create coordination challenges, particularly when demand shocks interact with limited operational capacity. Methods: To address these challenges, this study develops a centralized Hierarchical Reinforcement Learning (HRL) control framework that makes decision timing explicit: replenishment and allocation are optimized weekly, while fulfillment and lateral inventory rebalancing are controlled daily. Policies are learned using Proximal Policy Optimization (PPO) in an actor–critic architecture, with bounded stochastic policies for constrained action spaces. To mitigate the curse of dimensionality in HRL, we introduce a capacity-aware state–action encoding mechanism that compresses the control interface into structured summary signals. Demand shocks are modeled using two specifications: a mixed profile, where half the products follow a uniform demand process and the rest a Merton-type jump-diffusion process, and a fully shock-driven profile. Results: The framework is evaluated against forecast-driven base-stock and greedy fulfillment heuristics, and a perfect-information oracle, with pairwise differences examined through Wilcoxon signed-rank tests. Conclusions: Overall, the proposed framework improves learning efficiency and scalability, outperforming heuristic baselines while remaining below the oracle bound. Full article

The growing integration of digital technologies with physical consumption spaces has led to the emergence of phygital environments, fundamentally transforming consumer decision-making processes. At the same time, sustainability has become an increasingly important normative and strategic context shaping contemporary consumption. While phygital solutions are often associated with sustainability-oriented claims, empirical evidence explaining how consumer behavior in phygital environments relates to sustainability remains limited. This study examines consumer behavior in phygital purchasing contexts through the prism of sustainability, focusing on the decision-making mechanisms that may support sustainability-oriented choices rather than treating phygital behavior as sustainable consumption per se. Using a two-stage analytical approach, the study first identifies key purchasing dimensions characterizing consumer behavior in phygital environments and then empirically tests the direction and strength of their relationships within a theoretically grounded structural model. Based on survey data collected from 2160 consumers, Exploratory Factor Analysis (EFA) was employed to identify latent purchasing dimensions, followed by Confirmatory Factor Analysis (CFA) and covariance-based structural equation modeling (CB-SEM) to validate the measurement model and examine hypothesized relationships. The results reveal four interrelated purchasing dimensions—purchase pragmatism, emotional commitment to the purchase, purchase comfort, and purchase pleasure—that shape consumers’ engagement in phygital purchasing processes. The findings suggest that phygital environments may foster sustainability-oriented decision-making by enhancing information access, decision efficiency, emotional engagement, and experiential value. However, the study does not directly measure environmental or sustainability outcomes; instead, it clarifies how established dimensions of consumer decision-making operate within phygital environments when analyzed from a sustainability-oriented perspective. The study offers theoretical implications for research on phygital consumer behavior and sustainability-oriented marketing, as well as managerial insights for designing phygital customer experiences that may support more informed and responsible consumption choices. Full article

Retailers must reevaluate store positioning when implementing omnichannel strategies. This study examines retailers’ strategic preferences toward in-store services, including Buy-Online-Pickup-in-Store (BOPS), Buy-Online-Return-in-Store (BORS), and their combined offering. A stylized model incorporating capacity constraints and strategic consumers’ purchase behavior is developed to analyze omnichannel impacts on brick-and-mortar operations from an inventory perspective. Firstly, profit-maximizing retailers benefit from reducing online channel inventory when handling product returns. Under high online return rates or stringent capacity constraints, retailers prefer maintaining physical-only channels to mitigate returns and capture cross-selling opportunities. Secondly, offering BOPS services remains a strategic advantage during periods of moderate capacity utilization. When the online consumer market expands, spillover effects increase, return rates decrease, and capacity constraints ease, it becomes feasible to consider jointly providing BORS services. Finally, BORS may migrate offline shoppers online, making it unsuitable for high-return-rate products. For omnichannel retailers, this study offers valuable insights into implementing omnichannel strategies under capacity constraints, empowering practitioners to make more informed decisions and optimize operational tactics. Full article

Many retailers start to implement the practice of buy online and pick up in store (BOPS) by integrating their online and offline channels. In this paper, we study the effects of BOPS cooperation (i.e., channel cooperation) in the presence of advertising competition. We first investigate how BOPS cooperation affects online and offline retailers’ advertising levels, prices, demands and profits under fixed and optimized pricing strategies and further explore the conditions under which retailers decide to implement BOPS cooperation for greater benefits. Next, we conduct a comparative study of the two pricing strategies before and after BOPS cooperation, examine the impact of different pricing strategies on advertising levels, and assess retailers’ preferences for the two pricing strategies. We also perform numerical examinations to derive insights into when BOPS cooperation is most appropriate and what advertising and pricing strategies are optimal for retailers. The numerical results show that implementing BOPS cooperation is not necessarily optimal for online and offline retailers and that the offline hassle cost, commission level and convenience coefficient in BOPS are the major determinants of retailers’ profitability. We also find that the BOPS convenience coefficient can be a partial compensation for the competitive effect of advertising in the optimized pricing strategy. In addition, we identify conditions under which retailers are better off in different cases. In particular, we find that when BOPS commission is high and offline hassle cost is low, online and offline retailers can benefit more from the optimized pricing strategy. Full article

This study examines the logistical challenges arising in omni-channel retailing, where the interaction between traditional stores and online channels requires flexible and efficient transportation planning. In particular, the growth of Buy-Online-and-Pick-up-in-Store (BOPS) services has intensified the need to manage both forward deliveries and customer returns, the latter being a costly component of reverse logistics. To address these challenges, this study introduces the Shared Capacity Vehicle Routing Problem with Simultaneous Pickup and Delivery (SCVRP-SPD), which minimizes total operational cost by considering both transportation costs and the additional transfer costs incurred when reallocating store visits to more efficient delivery paths. In the SCVRP-SPD, stores are designed to serve a dual role as both pickup and return points, and a shared-capacity mechanism is incorporated to utilize leftover capacity in pre-planned trips, improving efficiency while reducing overall logistics cost. A mixed-integer programming model is developed for the problem, and solutions are obtained using GUROBI (version 11.0) and a newly designed Modified Differential Evolution (MDE) algorithm. Numerical experiments are conducted to evaluate the performance of the proposed MDE algorithm and to generate managerial insights, showing that the SCVRP-SPD is a promising strategy for omni-channel retailers seeking to reduce transportation costs, streamline reverse logistics, and better utilize resources. Full article

The digitalization of business activities is already a reality in most developed countries. India, driven by strong information technology, is rapidly digitalizing across business industries. In the retail industry, this shift is visible in the adoption of omnichannel strategies to enhance value for customers, loyalty and trust, retailer’s image, overall shopping experience, and operational productivity. The present study assesses the extent of omnichannel transformation in the five leading Indian retail sectors viz. Consumer Electronics, Fashion and Apparel, Furniture and Home Decor, Grocery and Supermarkets, and Personal Care and Hygiene. The research design uses mystery shopping approach to collect data from 166 nationally present retailers to analyze their level of omnichannel implementation and digital adoption. The authors performed all statistical analyses and visualizations in R using the ggstatsplot package. The results highlight a less-than-ideal picture of channel integration, suggesting that while top retailers in each sector dominate channel integration, most others have made limited progress. Among the sectors, the Furniture and Home Decor sector leads in channel integration. Other contributions of this study include the enhancement of the existing measuring tool by introducing new indicators. The study reveals gaps in omnichannel implementation to help managers plan strategic improvements. Full article

Based on the self-determination theory and social presence theory, this study examined how high-tech and high-touch orientations in logistics service quality (LSQ) influence consumer satisfaction in omni-channel retailing. LSQ was modelled as two second-order constructs: high-tech orientation (timeliness, physical facilities, and ease of return) and high-touch orientation (employees’ knowledge, flexibility, and responsiveness to delivery discrepancies). Survey data from 455 consumers were analyzed using structural equation modelling. Both orientations significantly improved satisfaction, with high-tech orientation showing a slightly stronger effect, reflecting the digital literacy of the predominantly young sample. The findings extended self-determination theory and social presence theory by offering a dual-orientation perspective and practical guidance for balancing high-tech and high-touch in omni-channel logistics service design. Full article

Omni-channel retailers arise to address the deficiencies in consumers’ online shopping experiences; the resulting competition between such retailers and traditional online platforms presents substantial challenges for green product manufacturers. A three-level game model is established to examine a manufacturer’s green contract design (product pricing and greenness determination) and mode selection under the competition between an online platform and a new retailer providing omni-channel services to end customers. The manufacturer can select between two modes: supplying a green product to the online platform and new retailer (mode RR) or selling it directly through the online platform and reselling it to the new retailer (mode PR). Our findings indicate that, first, even if the relationship between the manufacturer and new retailer has changed from cooperation under mode RR to competition and cooperation under mode PR, the manufacturer still favors two-channel sales over single-channel sales and affects consumer channel choices to adjust market shares through mode selection. Second, regarding the impacts of the key parameters on the manufacturer, downstream e-commerce platform retailers and environment are intricate and nuanced. While raising the omni-channel service level enhances profitability in the new retailer across both modes, its environmental impacts differ significantly between them. Additionally, it can harm the online platform in some cases. Nevertheless, when the parameters fall within suitable ranges, the manufacturer and both downstream retailers have a consistent preference for improved omni-channel services under both modes. Finally, there is a significant divergence in mode preferences among the manufacturer and both downstream platform retailers. Due to the first-mover advantage, the manufacturer opts for mode RR over mode PR in most cases. Notably, within a specific range of parameters, they consistently prefer mode RR, which also proves beneficial for the environment, resulting in a Pareto optimal outcome. This proposes a concrete cooperation mechanism among the manufacturer, retailers, and consumers from quantitative insights, which can promote green products to achieve the objective of low-carbon environmental protection. Full article

The rapid expansion of fashion e-commerce has raised concerns over the environmental cost of last-mile deliveries, especially in pure-player models. This preliminary study examines the estimated carbon footprint of TENDAM’s omnichannel model—based on in-store pickup and returns—compared to pure-player home delivery, using a customer-level approach across 11 Spanish cities of varying sizes. A total of 3106 face-to-face surveys were conducted in TENDAM stores, capturing data on mobility behavior, transport modes, trip chaining, and service types. Emission factors were applied using a Python-based analytical model, and results were contrasted with Monte Carlo simulations from existing literature on pure players. Our findings indicate that the average per-service footprint of the omnichannel model is around 400 g ${\mathrm{C}\mathrm{O}}_2-\mathrm{e}\mathrm{q}$, significantly lower than the 1500–3000 g ${\mathrm{C}\mathrm{O}}_2-\mathrm{e}\mathrm{q}$ range for pure players. Emissions were especially low in large cities and in street-level stores, largely due to the high rate of walking and multipurpose trips among customers. The study also includes geospatial analysis through interactive influence maps. These results suggest that dense store networks embedded in walkable urban areas can substantially reduce last-mile GHG emissions. While preliminary, the study highlights the potential for omnichannel retail to support urban decarbonization goals and sustainability when integrated with sustainable mobility patterns. Full article

This study develops a multi-agent evolutionary game model that incorporates both retailers and heterogeneous logistics providers, extending beyond prior dyadic models that typically isolate either channel choice or logistics competition. By comparing scenarios with and without the BOPS channel, the framework captures the dynamic interactions between retailers and logistics providers. The results show that introducing In-Store Pickup significantly increases market demand and retailer revenue by reducing consumer waiting time, but it also produces a revenue crowding effect for slow logistics providers. For fast providers, the impact depends on their ability to adjust service quality: lowering service levels helps retain market share, while efficiency improvement enhances profitability. Furthermore, consumer product valuation plays a critical role in driving retailers toward dual-provider or hybrid strategies. The methodological innovation lies in integrating heterogeneous logistics service differentiation with channel strategy selection into a unified evolutionary game framework. The study contributes by proposing a dynamic “efficiency threshold–channel selection” mechanism, offering both theoretical advancement in omnichannel retailing research and managerial insights for retailers and logistics providers seeking to optimize logistics capabilities and channel collaboration. Full article

Drawing on experience–satisfaction–loyalty, this study models how specific digital retail interface attributes translate into behavioural outcomes. Survey data from Portuguese online shoppers were analysed with PLS-SEM to test a formative–reflective framework linking Interactivity and Technologies, Trust–Security–Privacy, Fulfilment and Service Quality, Usability and Web Design, Personalisation and Customisation and Omnichannel Integration to customer experience (CX), customer satisfaction (CS), customer loyalty (CL) and electronic word of mouth (eWOM). The model explains 62.6% of CX, 70.1% of CS and 66.7% of CL. CX is strongly associated with CS and CS, in turn, with CL; associations with eWOM are non-significant, revealing a theoretical blind spot around advocacy. Interactivity and Technologies, Trust–Security–Privacy and Fulfilment and Service Quality emerge as the most significant antecedents of CX, whereas Omnichannel Integration is inert. The findings advance digital commerce theory by decoupling advocacy from evaluative satisfaction and by reconceptualising integration as multidimensional. Practically, they prioritise investment in interactive, secure and fulfilment capabilities while signalling that loyalty is not associated with advocacy. This study concludes by outlining measurement refinements and longitudinal avenues to capture social–motivational drivers of eWOM. Full article

E-commerce growth has reshaped consumer behavior and retail services, driving parcel demand and challenging last-mile logistics. Existing research predominantly relies on survey data and global regression models that overlook intra-urban spatial heterogeneity in shopping behaviors. This study bridges this gap by analyzing e-commerce demand’s spatial distribution from a retail service perspective, identifying key drivers, and evaluating implications for omnichannel strategies and logistics. Utilizing waybill big data, spatial analysis, and multiscale geographically weighted regression, we reveal: (1) High-density e-commerce demand areas are predominantly located in central districts, whereas peripheral regions exhibit statistically lower volumes. The spatial distribution pattern of e-commerce demand aligns with the urban development spatial structure. (2) Factors such as population density and education levels significantly influence e-commerce demand. (3) Convenience stores play a dual role as retail service providers and parcel collection points, reinforcing their importance in shaping consumer accessibility and service efficiency, particularly in underserved urban areas. (4) Supermarkets exert a substitution effect on online shopping by offering immediate product availability, highlighting their role in shaping consumer purchasing preferences and retail service strategies. These findings contribute to retail and consumer services research by demonstrating how spatial e-commerce demand patterns reflect consumer shopping preferences, the role of omnichannel retail strategies, and the competitive dynamics between e-commerce and physical retail formats. Full article