This study aims to reveal the omnichannel applications of Turkey's largest 100 retailers and to determine the prevalence of these applications by sectors. Descriptive statistical techniques were used as the analysis method. According to the results of the analysis almost half of Turkey's largest retailers have started to implement omnichannel strategy. The most prevalent omnichannel application is click and collect. In this context, the related study revealed the status of omnichannel marketing practices of Turkey's largest retailers and has drawn a general structure.
Ansari, A., & Mela, C. F. (2003). E-Customization. Journal of Marketing Research, 40(2), 131–145.
Aslan, B. (2019). Perakende sektöründe omni̇ kanal pazarlama uygulamalarinin müşteri̇ deneyi̇mi̇ndeki̇ rolü üzeri̇ne ni̇tel bi̇r araştirma. Master thesis. Bahçeşehir University.
Sayat Aycan, G. (2017). The Elements of Omni-Channel Retailing: An Analysis of Fashion Retailers from Turkey. Master thesis. Izmir University of Economics.
Aytekin, B., & Uzel Aydınocak, E. (2022). Perakendecilerin Omni-Channel Kabi̇li̇yeti̇ni̇n Müşteri̇ Alişveri̇ş Deneyi̇mi̇ne Etki̇si̇. Journal of Research in Business, 7(2), 624–642. https://doi.org/10.54452/jrb.1198468
Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170–178. https://doi.org/10.1016/j.jretconser.2015.08.001
Bell, D. R., Gallino, S., & Moreno, A. (2014). How to win in an omnichannel world. MIT Sloan Management Review, 56(1), 45.
Bielozorov, A. (2020). Towards a Taxonomy for Buy Online Pick up in Store Service. CHIRA 2020 - Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications, November, 299–308. https://doi.org/10.5220/0010214202990308
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the Age of Omnichannel Retailing. MIT Sloan Management Review, 2, 1–7. https://doi.org/10.1111/j.1465-3362.2010.00254.x
Califano, M. (2019). Omnichannel Strategy : evolution and managerial implications with focus on Gucci case. Master thesis. Luiss University.
Cao, L., & Li, L. (2015). The Impact of Cross-Channel Integration on Retailers’ Sales Growth. Journal of Retailing, 91(2), 198–216. https://doi.org/10.1016/j.jretai.2014.12.005
Chong, A. (2018). Millennials' adoption of omnichannel retailing-The roles of channel characteristics, product category, and regulatory focus. Master thesis. Nottingham University.
Digital Deloitte, & TÜSİAD. (2019). E-Ticaretin Gelişimi, Sınırların Aşılması ve Yeni Normlar. https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consumer-business/e-ticaretin-gelisimi-sinirlarin-asilmasi-ve-yeni-normlar.pdf Accessed 15.10.20.
Filipe, A., & Lima, S. (2015). Omni-Channel Retail Strategies: An outlook to Portuguese business transformation. Master thesis.
Flavian, C., Gurrea, R., & Orus, C. (2016). Choice confidence in the webrooming purchase process: The impact of online. Journal of Consumer Behaviour, 15(5), 459–476. https://doi.org/10.1002/cb
Gallino, S., & Moreno, A. (2014). Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information. Management Science, 60(6), 1434–1451. https://doi.org/10.1287/mnsc.2014.1951
Gao, F., & Su, X. (2017). Online and offline information for omnichannel retailing. Manufacturing & Service Operations Management, 19(1), 84-98.
Gensler, S., Neslin, S. A., & Verhoef, P. C. (2017). The showrooming phenomenon: it's more than just about price. Journal of Interactive Marketing, 38(1), 29-43.
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The Future of Retailing. Journal of Retailing, 93(1), 1–6. https://doi.org/10.1016/j.jretai.2016.12.008
Hoogveld, M., & Koster, J. M. D. (2016). Implementing Omnichannel Strategies The Success Factor of Agile Processes. Advances in Management & Applied Economics, 6(2), 25–38.
Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277–1288. https://doi.org/10.1177/1049732305276687
Hübner, A., Holzapfel, A., & Kuhn, H. (2016). Distribution systems in omni-channel retailing. Business Research, 9, 255-296.
Juaneda-Ayensa, E., Mosquera, A., & Murillo, Y. S. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7(JUL), 1–11. https://doi.org/10.3389/fpsyg.2016.01117
Karacali, O., & Salman, G. G. (2020). Application and integration of omnichannel decisions to customer relationship management. In T. Dirsehan (Ed.), Managing Customer Experiences in an Omnichannel World, (pp. 153-176). Emerald Publishing Limited.
Kazancoglu, I., & Aydin, H. (2018). An investigation of consumers’ purchase intentions towards omni-channel shopping. International Journal of Retail & Distribution Management, 46(10), 959–976. https://doi.org/10.1108/IJRDM-04-2018-0074
Kazancoglu, I., Ventura, K., & Aktepe, Ç. (2017). Perakendecilikte Omni-Kanal Uygulamalari: Lojistik Faaliyetlere İlişkin Zorluklar ve Engeller. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 15(10), 570–578. https://doi.org/10.18092/ulikidince.327181
Kazemzadehazad Kurt, U., & Kircova, I. (2023). Experience and Loyalty Relationship in Online Quick Grocery Shopping by the Mediating Role of Customer Satisfaction and Service Experience Consciousness. İşletme, 4(2), 190–210. https://doi.org/10.57116/isletme.1335560
Kim, E., Park, M. C., & Lee, J. (2017). Determinants of the intention to use Buy-Online, Pickup In-Store (BOPS): The moderating effects of situational factors and product type. Telematics and Informatics, 34(8), 1721-1735. https://doi.org/10.1016/j.tele.2017.08.006
Kim, S., Jeong, Y. D., Byun, J. H., Cho, G., Park, A., Jung, J. H., Roh, Y., Choi, S., Muhammad, I. M., & Jung, I. H. (2020). Evaluation of COVID-19 epidemic outbreak caused by temporal contact-increase in South Korea. International Journal of Infectious Diseases, 96(2020), 454–457. https://doi.org/10.1016/j.ijid.2020.05.036
Kutsal, S. (2018). DigitalAge. https://digitalage.com.tr/wp content/uploads/2018/01/perakende100.pdf
Lazaris, C., & Vrechopoulos, A. (2014). From Multichannel to “Omnichannel” Retailing: Review of the Literature and Calls for Research. 2nd International Conference on Contemporary Marketing Issues, (ICCMI), 18-20 June, October. https://doi.org/10.13140/2.1.1802.4967
Luo, L., Sheng, Y., & Song, Y. (2023). A Historical Review on Omni Channel Retailing Consumer Research. Operations and Supply Chain Management, 16(4), 435–449. https://doi.org/10.31387/oscm0550402
Lynch, S., & Barnes, L. (2020). Omnichannel fashion retailing: examining the customer decision-making journey. Journal of Fashion Marketing and Management, 24(3), 471–493. https://doi.org/10.1108/JFMM-09-2019-0192
Mainardes, E. W., Rosa, C. A. de M., & Nossa, S. N. (2019). Omnichannel strategy and customer loyalty in banking. International Journal of Bank Marketing, 38(4), 799–822. https://doi.org/10.1108/IJBM-07-2019-0272
Mansurali, A., Stephen, G., Kasilingam, D., & Inbaraj Jublee, D. (2024). Omnichannel marketing: a systematic review and research agenda. International Review of Retail, Distribution and Consumer Research, 00(00), 1–30. https://doi.org/10.1080/09593969.2024.2321917
Marmol, M., & Fernandez, V. (2019). Trigger factors in brick and click shopping. Intangible Capital, 15(1), 57–71. https://doi.org/10.3926/ic.1364
Mercier, P., Welch, D., & Crétenot, G. (2014). In omnichannel retail, it’s still about detail. Bcg.Perspectives, 5(2), 1–4.
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(6), 116.
Mosquera, A., Olarte Pascual, C., & Juaneda Ayensa, E. (2017). Understanding the customer experience in the age of omni-channel shopping. Revista ICONO14 Revista Científica de Comunicación y Tecnologías Emergentes, 15(2), 92–114. https://doi.org/10.7195/ri14.v15i2.1070
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and Opportunities in Multichannel Customer Management. Journal of Service Research, 9(2), 95–112. https://doi.org/10.1177/1094670506293559
Neuendorf, K. A. (2001). The Content Analysis Guidebook. Sage Publications
Öztürk, H. (2019). Omni Kanal (Tüm Kanallar) Pazarlama Yaklaşiminin Perakendeciliğe Etkileri. Master thesis. Maltepe University.
Picot-Coupey, K., Huré, E., & Piveteau, L. (2016). Channel design to enrich customers’ shopping experiences: Synchronizing clicks with bricks in an omni-channel perspective – the Direct Optic case. International Journal of Retail & Distribution Management, 44(3). https://doi.org/10.1108/IJRDM-04-2015-0056
Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing. International Journal of Electronic Commerce, 18(4), 5–16. https://doi.org/10.2753/JEC1086-4415180400
PwC. (2017). Omnichannel Retail Index Omnichannel on the march. 1–19. https://www.strategyand.pwc.com/media/file/The-2017-Global-Omnichannel-Retail-Index.pdf
Rigby, D. K. (2011). The Future of Shopping. Harvard Business Review, 89, 65–76.
Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77, 53–67. https://doi.org/10.1016/j.jbusres.2017.03.025
Sands, S., Ferraro, C., Campbell, C., & Pallant, J. (2016). Segmenting multichannel consumers across search , purchase and. Journal of Retailing and Consumer Services, 33, 62–71. https://doi.org/10.1016/j.jretconser.2016.08.001
Şen, V. (2020). Çok Kanalli Perakendecilikte Bütünleşik Kanal Stratejisinin Perakendeci Marka Değerine Etkisi. Master thesis. Akdeniz University.
Shen, X. L., Li, Y. J., Sun, Y., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, 109, 61–73. https://doi.org/10.1016/j.dss.2018.01.006
Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, 325–336. https://doi.org/10.1016/j.ijinfomgt.2019.09.001
Telli, G., & Gök, A. (2021). Çevrimçi Araştır Mağazadan Satın Al Yönteminin Anlık Satın Alma Davranışına Etkisi: Türkiyede Sigorta Brokerliğinde Çalışanların İncelenmesi. İşletme Araştırmaları Dergisi, 13(4), 3375-3391.
Telli, G., & Gök, A. (2019). Omni̇ kanal yöneti̇mi̇ ve müşteri̇ memnuni̇yeti̇. Proceedings of the International Congress on Business and Marketing, 102–122.
Thaichon, P., Quach, S., Barari, M., & Nguyen, M. (2024). Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions. Australasian Marketing Journal, 32(2), 162–177. https://doi.org/10.1177/14413582231167664
Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 102-233.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
Weinberg, B. D., Parise, S., & Guinan, P. J. (2007). Multichannel marketing: Mindset and program development. Business Horizons, 50(5), 385–394. https://doi.org/10.1016/j.bushor.2007.04.002
Willmott, B. (2014). Retail showrooms, mobile sales. Journal of Direct, Data and Digital Marketing Practice, 15(3), 229–232. https://doi.org/10.1057/dddmp.2014.4
Xie, C., Gong, Y., Xu, X., Chiang, C. Y., & Chen, Q. (2023). The influence of return channel type on the relationship between return service quality and customer loyalty in omnichannel retailing. Journal of Enterprise Information Management, 36(4), 1105–1134.
Yetkin Özbük, M., Aydın Ünal, D., & Oktay, B. (2020). Consumer Behavior in Omnichannel Retailing. In T. Dirsehan (Ed.), Managing Customer Experiences in an Omnichannel World, (pp. 75-95). Emerald Publishing Limited.
Yumurtacı Hüseyinoglu, I. Ö. (2017). Bütüncül Kanal ( Omni-Channel ) Stratejisinin İncelenmesi : Gida Pera Kendecisinden Bulgular. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 119–133.
Yurova, Y., Rippé, C. B., Weisfeld-Spolter, S., Sussan, F., & Arndt, A. (2016). Not all adaptive selling to omni-consumers is influential: The moderating effect of product type. Journal of Retailing and Consumer Services, 34, 271–277. https://doi.org/10.1016/j.jretconser.2016.01.009
Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J., & Weitz, B. A. (2010). Crafting integrated multichannel retailing strategies. Journal of Interactive Marketing, 24(2), 168–180. https://doi.org/10.1016/j.intmar.2010.02.002
Türkiye'de Omnikanal Perakendecilik: Bir İçerik Analizi Çalışması
Year 2024,
Volume: 17 Issue: 2, 341 - 368, 30.05.2024
Bu çalışma, Türkiye'nin en büyük 100 perakendecisinin omni kanal uygulamalarını ortaya çıkarmayı ve bu uygulamaların sektörlere göre yaygınlığını belirlemeyi amaçlamaktadır. Analiz yöntemi olarak tanımlayıcı istatistiksel teknikler kullanıldı. Analiz sonuçlarına göre Türkiye'nin en büyük perakendecilerinin neredeyse yarısı omni kanal stratejisini uygulamaya başladı. En yaygın çok kanallı uygulama tıkla ve topla uygulamasıdır. Bu bağlamda ilgili çalışma Türkiye'nin en büyük perakendecilerinin omnichannel pazarlama uygulamalarının durumunu ortaya koymuş ve genel bir yapı çizmiştir.
Ansari, A., & Mela, C. F. (2003). E-Customization. Journal of Marketing Research, 40(2), 131–145.
Aslan, B. (2019). Perakende sektöründe omni̇ kanal pazarlama uygulamalarinin müşteri̇ deneyi̇mi̇ndeki̇ rolü üzeri̇ne ni̇tel bi̇r araştirma. Master thesis. Bahçeşehir University.
Sayat Aycan, G. (2017). The Elements of Omni-Channel Retailing: An Analysis of Fashion Retailers from Turkey. Master thesis. Izmir University of Economics.
Aytekin, B., & Uzel Aydınocak, E. (2022). Perakendecilerin Omni-Channel Kabi̇li̇yeti̇ni̇n Müşteri̇ Alişveri̇ş Deneyi̇mi̇ne Etki̇si̇. Journal of Research in Business, 7(2), 624–642. https://doi.org/10.54452/jrb.1198468
Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170–178. https://doi.org/10.1016/j.jretconser.2015.08.001
Bell, D. R., Gallino, S., & Moreno, A. (2014). How to win in an omnichannel world. MIT Sloan Management Review, 56(1), 45.
Bielozorov, A. (2020). Towards a Taxonomy for Buy Online Pick up in Store Service. CHIRA 2020 - Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications, November, 299–308. https://doi.org/10.5220/0010214202990308
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the Age of Omnichannel Retailing. MIT Sloan Management Review, 2, 1–7. https://doi.org/10.1111/j.1465-3362.2010.00254.x
Califano, M. (2019). Omnichannel Strategy : evolution and managerial implications with focus on Gucci case. Master thesis. Luiss University.
Cao, L., & Li, L. (2015). The Impact of Cross-Channel Integration on Retailers’ Sales Growth. Journal of Retailing, 91(2), 198–216. https://doi.org/10.1016/j.jretai.2014.12.005
Chong, A. (2018). Millennials' adoption of omnichannel retailing-The roles of channel characteristics, product category, and regulatory focus. Master thesis. Nottingham University.
Digital Deloitte, & TÜSİAD. (2019). E-Ticaretin Gelişimi, Sınırların Aşılması ve Yeni Normlar. https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consumer-business/e-ticaretin-gelisimi-sinirlarin-asilmasi-ve-yeni-normlar.pdf Accessed 15.10.20.
Filipe, A., & Lima, S. (2015). Omni-Channel Retail Strategies: An outlook to Portuguese business transformation. Master thesis.
Flavian, C., Gurrea, R., & Orus, C. (2016). Choice confidence in the webrooming purchase process: The impact of online. Journal of Consumer Behaviour, 15(5), 459–476. https://doi.org/10.1002/cb
Gallino, S., & Moreno, A. (2014). Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information. Management Science, 60(6), 1434–1451. https://doi.org/10.1287/mnsc.2014.1951
Gao, F., & Su, X. (2017). Online and offline information for omnichannel retailing. Manufacturing & Service Operations Management, 19(1), 84-98.
Gensler, S., Neslin, S. A., & Verhoef, P. C. (2017). The showrooming phenomenon: it's more than just about price. Journal of Interactive Marketing, 38(1), 29-43.
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The Future of Retailing. Journal of Retailing, 93(1), 1–6. https://doi.org/10.1016/j.jretai.2016.12.008
Hoogveld, M., & Koster, J. M. D. (2016). Implementing Omnichannel Strategies The Success Factor of Agile Processes. Advances in Management & Applied Economics, 6(2), 25–38.
Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277–1288. https://doi.org/10.1177/1049732305276687
Hübner, A., Holzapfel, A., & Kuhn, H. (2016). Distribution systems in omni-channel retailing. Business Research, 9, 255-296.
Juaneda-Ayensa, E., Mosquera, A., & Murillo, Y. S. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7(JUL), 1–11. https://doi.org/10.3389/fpsyg.2016.01117
Karacali, O., & Salman, G. G. (2020). Application and integration of omnichannel decisions to customer relationship management. In T. Dirsehan (Ed.), Managing Customer Experiences in an Omnichannel World, (pp. 153-176). Emerald Publishing Limited.
Kazancoglu, I., & Aydin, H. (2018). An investigation of consumers’ purchase intentions towards omni-channel shopping. International Journal of Retail & Distribution Management, 46(10), 959–976. https://doi.org/10.1108/IJRDM-04-2018-0074
Kazancoglu, I., Ventura, K., & Aktepe, Ç. (2017). Perakendecilikte Omni-Kanal Uygulamalari: Lojistik Faaliyetlere İlişkin Zorluklar ve Engeller. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 15(10), 570–578. https://doi.org/10.18092/ulikidince.327181
Kazemzadehazad Kurt, U., & Kircova, I. (2023). Experience and Loyalty Relationship in Online Quick Grocery Shopping by the Mediating Role of Customer Satisfaction and Service Experience Consciousness. İşletme, 4(2), 190–210. https://doi.org/10.57116/isletme.1335560
Kim, E., Park, M. C., & Lee, J. (2017). Determinants of the intention to use Buy-Online, Pickup In-Store (BOPS): The moderating effects of situational factors and product type. Telematics and Informatics, 34(8), 1721-1735. https://doi.org/10.1016/j.tele.2017.08.006
Kim, S., Jeong, Y. D., Byun, J. H., Cho, G., Park, A., Jung, J. H., Roh, Y., Choi, S., Muhammad, I. M., & Jung, I. H. (2020). Evaluation of COVID-19 epidemic outbreak caused by temporal contact-increase in South Korea. International Journal of Infectious Diseases, 96(2020), 454–457. https://doi.org/10.1016/j.ijid.2020.05.036
Kutsal, S. (2018). DigitalAge. https://digitalage.com.tr/wp content/uploads/2018/01/perakende100.pdf
Lazaris, C., & Vrechopoulos, A. (2014). From Multichannel to “Omnichannel” Retailing: Review of the Literature and Calls for Research. 2nd International Conference on Contemporary Marketing Issues, (ICCMI), 18-20 June, October. https://doi.org/10.13140/2.1.1802.4967
Luo, L., Sheng, Y., & Song, Y. (2023). A Historical Review on Omni Channel Retailing Consumer Research. Operations and Supply Chain Management, 16(4), 435–449. https://doi.org/10.31387/oscm0550402
Lynch, S., & Barnes, L. (2020). Omnichannel fashion retailing: examining the customer decision-making journey. Journal of Fashion Marketing and Management, 24(3), 471–493. https://doi.org/10.1108/JFMM-09-2019-0192
Mainardes, E. W., Rosa, C. A. de M., & Nossa, S. N. (2019). Omnichannel strategy and customer loyalty in banking. International Journal of Bank Marketing, 38(4), 799–822. https://doi.org/10.1108/IJBM-07-2019-0272
Mansurali, A., Stephen, G., Kasilingam, D., & Inbaraj Jublee, D. (2024). Omnichannel marketing: a systematic review and research agenda. International Review of Retail, Distribution and Consumer Research, 00(00), 1–30. https://doi.org/10.1080/09593969.2024.2321917
Marmol, M., & Fernandez, V. (2019). Trigger factors in brick and click shopping. Intangible Capital, 15(1), 57–71. https://doi.org/10.3926/ic.1364
Mercier, P., Welch, D., & Crétenot, G. (2014). In omnichannel retail, it’s still about detail. Bcg.Perspectives, 5(2), 1–4.
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(6), 116.
Mosquera, A., Olarte Pascual, C., & Juaneda Ayensa, E. (2017). Understanding the customer experience in the age of omni-channel shopping. Revista ICONO14 Revista Científica de Comunicación y Tecnologías Emergentes, 15(2), 92–114. https://doi.org/10.7195/ri14.v15i2.1070
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and Opportunities in Multichannel Customer Management. Journal of Service Research, 9(2), 95–112. https://doi.org/10.1177/1094670506293559
Neuendorf, K. A. (2001). The Content Analysis Guidebook. Sage Publications
Öztürk, H. (2019). Omni Kanal (Tüm Kanallar) Pazarlama Yaklaşiminin Perakendeciliğe Etkileri. Master thesis. Maltepe University.
Picot-Coupey, K., Huré, E., & Piveteau, L. (2016). Channel design to enrich customers’ shopping experiences: Synchronizing clicks with bricks in an omni-channel perspective – the Direct Optic case. International Journal of Retail & Distribution Management, 44(3). https://doi.org/10.1108/IJRDM-04-2015-0056
Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing. International Journal of Electronic Commerce, 18(4), 5–16. https://doi.org/10.2753/JEC1086-4415180400
PwC. (2017). Omnichannel Retail Index Omnichannel on the march. 1–19. https://www.strategyand.pwc.com/media/file/The-2017-Global-Omnichannel-Retail-Index.pdf
Rigby, D. K. (2011). The Future of Shopping. Harvard Business Review, 89, 65–76.
Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77, 53–67. https://doi.org/10.1016/j.jbusres.2017.03.025
Sands, S., Ferraro, C., Campbell, C., & Pallant, J. (2016). Segmenting multichannel consumers across search , purchase and. Journal of Retailing and Consumer Services, 33, 62–71. https://doi.org/10.1016/j.jretconser.2016.08.001
Şen, V. (2020). Çok Kanalli Perakendecilikte Bütünleşik Kanal Stratejisinin Perakendeci Marka Değerine Etkisi. Master thesis. Akdeniz University.
Shen, X. L., Li, Y. J., Sun, Y., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, 109, 61–73. https://doi.org/10.1016/j.dss.2018.01.006
Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, 325–336. https://doi.org/10.1016/j.ijinfomgt.2019.09.001
Telli, G., & Gök, A. (2021). Çevrimçi Araştır Mağazadan Satın Al Yönteminin Anlık Satın Alma Davranışına Etkisi: Türkiyede Sigorta Brokerliğinde Çalışanların İncelenmesi. İşletme Araştırmaları Dergisi, 13(4), 3375-3391.
Telli, G., & Gök, A. (2019). Omni̇ kanal yöneti̇mi̇ ve müşteri̇ memnuni̇yeti̇. Proceedings of the International Congress on Business and Marketing, 102–122.
Thaichon, P., Quach, S., Barari, M., & Nguyen, M. (2024). Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions. Australasian Marketing Journal, 32(2), 162–177. https://doi.org/10.1177/14413582231167664
Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 102-233.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
Weinberg, B. D., Parise, S., & Guinan, P. J. (2007). Multichannel marketing: Mindset and program development. Business Horizons, 50(5), 385–394. https://doi.org/10.1016/j.bushor.2007.04.002
Willmott, B. (2014). Retail showrooms, mobile sales. Journal of Direct, Data and Digital Marketing Practice, 15(3), 229–232. https://doi.org/10.1057/dddmp.2014.4
Xie, C., Gong, Y., Xu, X., Chiang, C. Y., & Chen, Q. (2023). The influence of return channel type on the relationship between return service quality and customer loyalty in omnichannel retailing. Journal of Enterprise Information Management, 36(4), 1105–1134.
Yetkin Özbük, M., Aydın Ünal, D., & Oktay, B. (2020). Consumer Behavior in Omnichannel Retailing. In T. Dirsehan (Ed.), Managing Customer Experiences in an Omnichannel World, (pp. 75-95). Emerald Publishing Limited.
Yumurtacı Hüseyinoglu, I. Ö. (2017). Bütüncül Kanal ( Omni-Channel ) Stratejisinin İncelenmesi : Gida Pera Kendecisinden Bulgular. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 119–133.
Yurova, Y., Rippé, C. B., Weisfeld-Spolter, S., Sussan, F., & Arndt, A. (2016). Not all adaptive selling to omni-consumers is influential: The moderating effect of product type. Journal of Retailing and Consumer Services, 34, 271–277. https://doi.org/10.1016/j.jretconser.2016.01.009
Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J., & Weitz, B. A. (2010). Crafting integrated multichannel retailing strategies. Journal of Interactive Marketing, 24(2), 168–180. https://doi.org/10.1016/j.intmar.2010.02.002
Oktay Bayhan, B., & Yetkin Özbük, R. M. (2024). OMNICHANNEL RETAILING IN TÜRKİYE: A CONTENT ANALYSIS STUDY. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 17(2), 341-368.