Empirical studies in multi-channel and omni-channel retail operations and logistics

Kurzfassung/Abstract

This cumulative dissertation consists of five contributions considering different research questions in the field of multi- and omni-channel retailing and retail logistics.

The first contribution provides an overview of the areas of multi- and omni-channel retail logistics which have already been explored up to and including the year 2015. The focus is on empirical research published in academic journals. The findings are used to derive future areas of research which are addressed in the remainder of this dissertation.

The focus of the contributions 2 and 3 is on retailing with non-perishable goods (non-food retailing). On the one hand, the transition from a channel-specific and thus separated multi-channel logistics system towards a channel-integrated omni-channel logistics system is described and analyzed (contribution 2). On the other hand, retailers who have put time and effort into the integration of their sales channels are striving to use their integrated channels as best as possible, too. Because of the higher sales generated by customers on multiple channels, retailers steer their customers through the channels and use specific methods for order processing and logistics to their advantage (contribution 3).

Contributions 4 and 5 are especially concerned with food retailing on multiple distribution channels. On the one hand, a framework for the delivery of grocery on the last mile to the customer is presented (contribution 4) and on the other hand a supply-chain-wide perspective is taken in order to pinpoint logistics networks and network structures for different geographic regions and order volumes in omni-channel grocery retailing (contribution 5).

With this cumulative dissertation unexplored research in the field of multi- and omni-channel retail logistics is addressed. The overall contribution of this work is to analyze and solve challenges faced by retailers in terms of logistical integration and handling of multiple channels. Both the retail context (food and non-food) as well as a specific topic within this context are focused. In addition, value is added for practitioners in retail enterprises by depicting concrete recommendations in each of the individual contributions. By publishing in international academic journals the research results are made accessible to a broad readership and thus help to understand and solve logistical challenges in dealing with multiple channels in a retail company.