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

Yıl 2017, Pazarlama Kongresi Özel Sayısı, 119 - 133, 14.06.2017

Öz

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.

Kaynakça

  • Altunışık, R., Özdemir, Ş. ve Torlak, Ö. (2016). “Pazarlama İlkeleri ve Yönetimi”, Beta, 2. Baskı, İstanbul.
  • ATKearney (2014). “On Solid Ground: Brick and Mortar is the Foundation of Omnichannel Retailing”,https://www.atkearney.com/documents/10192/4683364/On+Solid+Ground.pdf/f96d82ce-e40c-450d-97bb-884b017f4cd7, son erişim: 28.12.2016.
  • Beck, N. ve 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.
  • Bell, D. R., Gallino, S. ve Moreno, A. (2013). Inventory Showrooms and Customer Migration in Omni-Channel Retail: The effect of product information, http://misrc.umn.edu/wise/2014_Papers/17.pdf, son erişim: 21.11.2016.
  • Brynjolfsson, E., Jeffrey, Y. ve Rahman, M.S. (2013). Competing in the Age of Omni-channel Retailing. MIT Sloan Management Review, p. 1-12.
  • Burton, S. ve Soboleva, A. 2011. Interactive or Reactive? Marketing with Twitter. Journal of Consumer Marketing, 28(7), 491-499.
  • Cao, L. ve Li, L. (2015). The Impact of Cross-Channel Integration on Retailers’ Sales Growth. Journal of Retailing, 91(2), 198-216.
  • Davidson, W. R., Bates, A. D. ve Bass, S. J. (2002). The retail life cycle. Retailing: The evolution and development of retailing, 55(6), 89-96.
  • Data&Marketing Association (2016). What is the Difference Between Multichannel and Omnichannel?,https://thedma.org/blog/marketing-education/whats-the-difference-between-multichannel-and-omnichannel/, son erişim: 20.02.2017
  • Enginkaya, Ö.G.D.E. (2009). Elektronik Perakendecilik ve Elektronik Alışveriş, http://www.acarindex.com/dosyalar/makale/acarindex-1423877132.pdf
  • Euromonitor (2016), http://www.euromonitor.com/retailing-in-turkey/report, son erişim: 26.12.2016.
  • Gibbs, A. (1997). Social Research Update. Focus groups, 23, 2014.
  • Guion, L. A. (2002). Triangulation: Establishing the Validity of Qualitative Studies. University of Florida Cooperative Extension Service, Institute of Food and Agricultural Sciences, EDIS.
  • Hollander, S. C. (1960). The Wheel of Retailing. The Journal of Marketing, 37-42.
  • Hoppner, J. J. ve Griffith, D. A. (2015). Looking Back to Move Forward: A Review of the Evolution of Research in International Marketing Channels. Journal of Retailing, 91(4), 610-626.
  • Hunt, S.D. ve Morgan, R.M. (1995). The Comparative Advantage Theory of Competition. Journal of Marketing, 59, 1-15.
  • Hübner, A., Holzapfel, A. ve Kuhn, H. (2016). Distribution Systems in Omni-Channel Retailing. Business Research, 9(2), 255-296.
  • Kiliç, S. ve Senol, G. (2010). Gida Perakendeciliginin Gelisimi ve Gida Perakendeciliginde Rekabeti Etkileyen Unsurlar/Development of Food Retailing and Factors Affecting the Competition in Food Retailing. Business and Economics Research Journal, 1(2), 45.
  • Kozlenkova, I. V., Hult, G. T. M., Lund, D. J., Mena, J. A. ve Kekec, P. (2015). The Role of Marketing Channels in Supply Chain Management. Journal of Retailing, 91(4), 586-609.
  • Kumar, N., Scheer, L. K. ve Steenkamp, J- B. E. M. (1995). The Effects of Perceived Interdependence on Dealer Attitudes. Journal of Marketing Research, 32(August), 348-56.
  • Levy, M. ve Weitz, B. A. (2001). “Retailing management”, New York: McGraw-Hill.
  • Li, Q., Luo, H., Xie, P. X., Feng, X. Q., & Du, R. Y. (2015). Product Whole Life-Cycle and Omni-Channels Data Convergence Oriented Enterprise Networks Integration in a Sensing Environment. Computers in Industry, 70, 23-45.
  • Uluslararası Telekomünikasyon Birliği, ITU (2016). ICT Statistics, http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.asp,http://www.itu.int/en/ITU-D/Statistics/Documents/statistics/2016/Individuals_Internet_2000-2015.xls,son erişim: 25.11.2016
  • Panigrahi, M. S. K. (2013). Seamless Purchase-An Insight into the Issues. ELK Asia.
  • Piotrowicz, W., ve Cuthbertson, R. (2014). Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing. International Journal of Electronic Commerce, 18(4), 5-16.
  • PWC (2016), Dönüşürken Büyüyen Türkiye Perakende Sektörü, http://www.pwc.com.tr/tr/publications/industrial/retail-consumer/pdf/donusurken-buyuyen-turkiye-perakende-sektoru-raporu.pdf , son erişim: 19.12.2016.
  • Rigby, D. (2011). The Future of Shopping, Harvard Business Review, 1-9.
  • Skallerud, K., Korneliussen, T. ve Olsen, S. O. (2009). An Examination of Consumers’ Cross-Shopping Behaviour. Journal of Retailing and Consumer Services, 16(3), 181-189.
  • Tang, F. F. ve Xing, X. (2001). Will the Growth of Multi-Channel Retailing Diminish the Pricing Efficiency of the Web?”,Journal of Retailing, 77(3): 319-333.
  • Türkiye Odalar ve Borsalar Birliği (2012), Türkiye Perakendecilik Meclisi Sektör Raporu, http://www.tobb.org.tr/Documents/yayinlar/2012/PerakendecilikMeclisiSR.pdf, son erişim: 20.12.2016
  • Verhoef, P., Kannan, P. ve Inman, J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing. Introduction to the special issue on multi-channel retailing, Journal of Retailing, 91, 2, 174-181.
  • Wang, D., Xiang, Z. ve Fesenmaier, D. R. (2016). Smartphone Use in Everyday life and travel. Journal of Travel Research, 55(1), 52-63.
  • Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J ve Weitz, B. A. (2010). Crafting Integrated Multichannel Retailing Strategies. Journal of Interactive Marketing, 24(2), 168-180.

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

Yıl 2017, Pazarlama Kongresi Özel Sayısı, 119 - 133, 14.06.2017

Öz

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.  

Kaynakça

  • Altunışık, R., Özdemir, Ş. ve Torlak, Ö. (2016). “Pazarlama İlkeleri ve Yönetimi”, Beta, 2. Baskı, İstanbul.
  • ATKearney (2014). “On Solid Ground: Brick and Mortar is the Foundation of Omnichannel Retailing”,https://www.atkearney.com/documents/10192/4683364/On+Solid+Ground.pdf/f96d82ce-e40c-450d-97bb-884b017f4cd7, son erişim: 28.12.2016.
  • Beck, N. ve 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.
  • Bell, D. R., Gallino, S. ve Moreno, A. (2013). Inventory Showrooms and Customer Migration in Omni-Channel Retail: The effect of product information, http://misrc.umn.edu/wise/2014_Papers/17.pdf, son erişim: 21.11.2016.
  • Brynjolfsson, E., Jeffrey, Y. ve Rahman, M.S. (2013). Competing in the Age of Omni-channel Retailing. MIT Sloan Management Review, p. 1-12.
  • Burton, S. ve Soboleva, A. 2011. Interactive or Reactive? Marketing with Twitter. Journal of Consumer Marketing, 28(7), 491-499.
  • Cao, L. ve Li, L. (2015). The Impact of Cross-Channel Integration on Retailers’ Sales Growth. Journal of Retailing, 91(2), 198-216.
  • Davidson, W. R., Bates, A. D. ve Bass, S. J. (2002). The retail life cycle. Retailing: The evolution and development of retailing, 55(6), 89-96.
  • Data&Marketing Association (2016). What is the Difference Between Multichannel and Omnichannel?,https://thedma.org/blog/marketing-education/whats-the-difference-between-multichannel-and-omnichannel/, son erişim: 20.02.2017
  • Enginkaya, Ö.G.D.E. (2009). Elektronik Perakendecilik ve Elektronik Alışveriş, http://www.acarindex.com/dosyalar/makale/acarindex-1423877132.pdf
  • Euromonitor (2016), http://www.euromonitor.com/retailing-in-turkey/report, son erişim: 26.12.2016.
  • Gibbs, A. (1997). Social Research Update. Focus groups, 23, 2014.
  • Guion, L. A. (2002). Triangulation: Establishing the Validity of Qualitative Studies. University of Florida Cooperative Extension Service, Institute of Food and Agricultural Sciences, EDIS.
  • Hollander, S. C. (1960). The Wheel of Retailing. The Journal of Marketing, 37-42.
  • Hoppner, J. J. ve Griffith, D. A. (2015). Looking Back to Move Forward: A Review of the Evolution of Research in International Marketing Channels. Journal of Retailing, 91(4), 610-626.
  • Hunt, S.D. ve Morgan, R.M. (1995). The Comparative Advantage Theory of Competition. Journal of Marketing, 59, 1-15.
  • Hübner, A., Holzapfel, A. ve Kuhn, H. (2016). Distribution Systems in Omni-Channel Retailing. Business Research, 9(2), 255-296.
  • Kiliç, S. ve Senol, G. (2010). Gida Perakendeciliginin Gelisimi ve Gida Perakendeciliginde Rekabeti Etkileyen Unsurlar/Development of Food Retailing and Factors Affecting the Competition in Food Retailing. Business and Economics Research Journal, 1(2), 45.
  • Kozlenkova, I. V., Hult, G. T. M., Lund, D. J., Mena, J. A. ve Kekec, P. (2015). The Role of Marketing Channels in Supply Chain Management. Journal of Retailing, 91(4), 586-609.
  • Kumar, N., Scheer, L. K. ve Steenkamp, J- B. E. M. (1995). The Effects of Perceived Interdependence on Dealer Attitudes. Journal of Marketing Research, 32(August), 348-56.
  • Levy, M. ve Weitz, B. A. (2001). “Retailing management”, New York: McGraw-Hill.
  • Li, Q., Luo, H., Xie, P. X., Feng, X. Q., & Du, R. Y. (2015). Product Whole Life-Cycle and Omni-Channels Data Convergence Oriented Enterprise Networks Integration in a Sensing Environment. Computers in Industry, 70, 23-45.
  • Uluslararası Telekomünikasyon Birliği, ITU (2016). ICT Statistics, http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.asp,http://www.itu.int/en/ITU-D/Statistics/Documents/statistics/2016/Individuals_Internet_2000-2015.xls,son erişim: 25.11.2016
  • Panigrahi, M. S. K. (2013). Seamless Purchase-An Insight into the Issues. ELK Asia.
  • Piotrowicz, W., ve Cuthbertson, R. (2014). Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing. International Journal of Electronic Commerce, 18(4), 5-16.
  • PWC (2016), Dönüşürken Büyüyen Türkiye Perakende Sektörü, http://www.pwc.com.tr/tr/publications/industrial/retail-consumer/pdf/donusurken-buyuyen-turkiye-perakende-sektoru-raporu.pdf , son erişim: 19.12.2016.
  • Rigby, D. (2011). The Future of Shopping, Harvard Business Review, 1-9.
  • Skallerud, K., Korneliussen, T. ve Olsen, S. O. (2009). An Examination of Consumers’ Cross-Shopping Behaviour. Journal of Retailing and Consumer Services, 16(3), 181-189.
  • Tang, F. F. ve Xing, X. (2001). Will the Growth of Multi-Channel Retailing Diminish the Pricing Efficiency of the Web?”,Journal of Retailing, 77(3): 319-333.
  • Türkiye Odalar ve Borsalar Birliği (2012), Türkiye Perakendecilik Meclisi Sektör Raporu, http://www.tobb.org.tr/Documents/yayinlar/2012/PerakendecilikMeclisiSR.pdf, son erişim: 20.12.2016
  • Verhoef, P., Kannan, P. ve Inman, J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing. Introduction to the special issue on multi-channel retailing, Journal of Retailing, 91, 2, 174-181.
  • Wang, D., Xiang, Z. ve Fesenmaier, D. R. (2016). Smartphone Use in Everyday life and travel. Journal of Travel Research, 55(1), 52-63.
  • Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J ve Weitz, B. A. (2010). Crafting Integrated Multichannel Retailing Strategies. Journal of Interactive Marketing, 24(2), 168-180.
Toplam 33 adet kaynakça vardır.

Ayrıntılar

Bölüm Makaleler
Yazarlar

İşık Özge Yumurtacı Hüseyinoğlu

Yayımlanma Tarihi 14 Haziran 2017
Yayımlandığı Sayı Yıl 2017 Pazarlama Kongresi Özel Sayısı

Kaynak Göster

APA Yumurtacı Hüseyinoğlu, İ. Ö. (2017). BÜTÜNCÜL KANAL (OMNI-CHANNEL) STRATEJİSİNİN İNCELENMESİ: GIDA PERAKENDECİSİNDEN BULGULAR. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi119-133.
AMA Yumurtacı Hüseyinoğlu İÖ. BÜTÜNCÜL KANAL (OMNI-CHANNEL) STRATEJİSİNİN İNCELENMESİ: GIDA PERAKENDECİSİNDEN BULGULAR. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. Published online 01 Haziran 2017:119-133.
Chicago Yumurtacı Hüseyinoğlu, İşık Özge. “BÜTÜNCÜL KANAL (OMNI-CHANNEL) STRATEJİSİNİN İNCELENMESİ: GIDA PERAKENDECİSİNDEN BULGULAR”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, Haziran (Haziran 2017), 119-33.
EndNote Yumurtacı Hüseyinoğlu İÖ (01 Haziran 2017) BÜTÜNCÜL KANAL (OMNI-CHANNEL) STRATEJİSİNİN İNCELENMESİ: GIDA PERAKENDECİSİNDEN BULGULAR. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 119–133.
IEEE İ. Ö. Yumurtacı Hüseyinoğlu, “BÜTÜNCÜL KANAL (OMNI-CHANNEL) STRATEJİSİNİN İNCELENMESİ: GIDA PERAKENDECİSİNDEN BULGULAR”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, ss. 119–133, Haziran 2017.
ISNAD Yumurtacı Hüseyinoğlu, İşık Özge. “BÜTÜNCÜL KANAL (OMNI-CHANNEL) STRATEJİSİNİN İNCELENMESİ: GIDA PERAKENDECİSİNDEN BULGULAR”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. Haziran 2017. 119-133.
JAMA Yumurtacı Hüseyinoğlu İÖ. BÜTÜNCÜL KANAL (OMNI-CHANNEL) STRATEJİSİNİN İNCELENMESİ: GIDA PERAKENDECİSİNDEN BULGULAR. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2017;:119–133.
MLA Yumurtacı Hüseyinoğlu, İşık Özge. “BÜTÜNCÜL KANAL (OMNI-CHANNEL) STRATEJİSİNİN İNCELENMESİ: GIDA PERAKENDECİSİNDEN BULGULAR”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 2017, ss. 119-33.
Vancouver Yumurtacı Hüseyinoğlu İÖ. BÜTÜNCÜL KANAL (OMNI-CHANNEL) STRATEJİSİNİN İNCELENMESİ: GIDA PERAKENDECİSİNDEN BULGULAR. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2017:119-33.

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