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Essay On Online Retail

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The Integration of online and offline retail channels is a contemporary phenomenon. During early business stages of online development, many traditional B&M retailers developed online branches of their traditional businesses. Some of them saw online stores as a newer version of traditional catalogue channel because of the various similarities between the two. In recent times, the online channel has developed idiosyncrasies of its own. The relevance of online channel in retail and the ever mounting customer expectation of interaction and the push for a cohesive channel structure, have made the Brick & Mortar Stores to rethink the strategy and realise that it is not merely an extension of their existing business. Integration is not always evident …show more content…

2008, Granados et al. 2011), customer channel migration (Ansari et al. 2008), the paper studies that consumers face a the choice between online and offline channels in grocery stores (Chintagunta et al. 2012), the impact of product returns on a multi-channel retailer (Ofek et al. 2011), or customer behaviour in multi-channel customer service (Jerath et al. 2012).
Buy-online-pickup-at-store channel is a recent strategy explored by Santiago Gallino Operations and Information Management, The Wharton School, University of Pennsylvania and Antonio Moreno Managerial Economics and Decision Sciences, Kellogg School of Management, Northwestern University. There is significant competition between brick and mortar and online channels has been studied by Brynjolfsson et al. (2009) and Forman et al. (2009), among others.
We have realised that there has been some work in operations management, and also found quite a few studies that has examined the fulfilment and supply chain choice on the Internet. We shall focus on the study of the impact of the implementation of an online-offline integration strategy and

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