Recent advancements in technology have not only transformed how people lead their lives, but also how they shop. Traditional single or multichannel retailing models fall short of meeting the changing customer behaviours and expectations. Many in the retailing industry believe that evolving towards seamless omnichannel model is the only way forward for the retailers. However, merely ‘going omnichannel’ does not guarantee success. Lack of understanding of its underlying economic rationale might render a retailer unsuccessful in the face of intense competition and a heightened need for operational efficiencies. The omnichannel strategy might even prove to be unsustainable in certain contexts. We make an attempt to explore the determinants of an omnichannel retailer’s success in a competitive retail environment. Given a market currently served by traditional retailers, our analysis tries to figure out the market share an omnichannel aspirant can expect to acquire and its dependence on the price that it needs to charge for providing the additional set of services through omnichannel.
Saha, Kushal and Bhattacharya, Subir, "Economic Perspective Of Omnichannel: A Preliminary Analysis" (2017). MCIS 2017 Proceedings. 17.