AN INVESTIGATION OF OMNI-CHANNEL STRATEGY: EVIDENCE FROM A FOOD RETAILER

Year 2017, Marketing Congress Special Issue, 119 - 133, 14.06.2017

İşık Özge Yumurtacı Hüseyinoğlu

Abstract

The retail
industry is among the fastest growing industries in Turkey and in the world.
One of the most important characteristics 
of the retail industry is the constant change  and increase 
in consumers’ expectations and needs. 
The entire  retail industry,
especially the retailers themselves, have been affected by increasingly cheaper
and more technologically advanced access to information.  Retailers aim to increase customer loyalty by
improving  service to end users, and to
gain new customers so that their market share can grow. Today, consumers are
able to access to retailers through  many
channels and touch points, and demand seamless shopping experiences. As a
result,  the omni-channel strategy has
emerged in recent years, and has become an important means to gaining  competitive advantage. However, few studies
have examined how omni-channel strategy is implemented. In this context, the
current research uses a  focus group
method to examine the practices of  a
food retailer with  a higher market share
than competitors. According to the findings, there are four basic components
contributing to the effective 
implementation and management of omni-channel strategy; the retailer's
overall perspective, the retailer's consumer perspective,  big data and touch points, and logistics and
optimization.

Keywords

channel integration, channel strategy, digital channel, omni-channel, retailer

BÜTÜNCÜL KANAL (OMNI-CHANNEL) STRATEJİSİNİN İNCELENMESİ: GIDA PERAKENDECİSİNDEN BULGULAR

Abstract

Perakende
sektörü ülkemizde ve dünyada oldukça hızlı gelişen sektörler arasında yer
almaktadır. Perakende sektörünü dinamik kılan en önemli unsurlardan biri tüketici
beklenti ve ihtiyaçlarının sürekli olarak değişmesi ve artmasıdır.
Teknolojideki gelişmelerle artan ve ucuzlayan bilgiye erişim, perakende
sektöründe başta perakendeciler olmak üzere bütün sektörü etkilemektedir.
Perakendeciler, son kullanıcılara daha iyi hizmet vererek müşteri sadakatini
artırmayı ve yeni müşteriler kazanmayı böylece pazar paylarını güçlendirmeyi
hedeflemektedirler. Günümüzde tüketiciler perakendecilere birçok kanal ve temas
noktası kullanarak ulaşmakta ve kesintisiz alışveriş tecrübesi sağlamaya
çalışmaktadırlar. Bütün bu gelişmelere bağlı olarak, son yıllarda bütüncül
kanal (omni-channel) stratejisi ortaya çıkmış ve perakendeciler arasında
rekabetavantajı sağlamak için önemli bir konuma gelmiştir. Ancak, bütüncül
kanal stratejisinin perakendeciler tarafından nasıl uygulandığını inceleyen
araştırmalar oldukça azdır. Araştırma temel olarak perakende sektöründe
bütüncül kanal yönetiminin nasıl uygulandığını ortaya çıkarmayı
hedeflemektedir. Bu bağlamda, sektörde rakiplerine göre daha yüksek pazar
payına sahip bir gıda perakendecisi bünyesinde odak grup yöntemi kullanarak
bulgular elde edilmiştir. Elde edilen bulgulara göre bütüncül kanal
stratejisinin uygulanmasında ve yönetilmesinde etkili olan dört temel bileşen
bulunmaktadır; bunlar sırasıyla perakendeci bakış açısı, perakendecinin
tüketici bakış açısı, büyük veri ve temas noktaları, lojistik ve
en-iyilemedir.  

Keywords

kanal bütünleşmesi, kanal stratejisi, dijital kanal, bütüncül kanal, perakendeci

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