HOW THE SHIFT TO OMNI-CHANNEL COMMERCE STRATEGY AIDS A FURNITURE RETAILER’S COMPETITIVE DIFFERENTIATION: THE CASE OF XXX LUTZ IN AUSTRIA

Lisa Maria WİESER; Yung-shen YEN

doi:https://doi.org/10.17261/Pressacademia.2019.1131

Makale detayları

HOW THE SHIFT TO OMNI-CHANNEL COMMERCE STRATEGY AIDS A FURNITURE RETAILER’S COMPETITIVE DIFFERENTIATION: THE CASE OF XXX LUTZ IN AUSTRIA

Yazarlar:

Lisa Maria WİESER | Yung-shen YEN

Yayıncı:

PressAcademia

Ana Başlıklar:

Yönetim

Dergi:

Journal of Management Marketing and Logistics 2019 Vol.6 Issue 3, pp.197-203

Belge Tipi:

Makale

Yayın Tarihi:

9/2019

Belge Dili:

İngilizce

Document ID (Org No.):

2000742198

Sıklık:

Üç Aylık

eISSN:

2148-6670

DOI:

https://doi.org/10.17261/Pressacademia.2019.1131

Özet:

 


Purpose- This study aims to devise a well-grounded omni-channel commerce strategy for the furniture retailers.

Methodology- We used XXX Lutz, a well-established furniture retailer in Austria, as a study case. A content analysis of using website information, academic papers and social media documents, was conducted.

Findings- The finding shows that XXX Lutz’s shift to an omni-channel commerce strategy requires a smoother integration of all utilized channels. This could be achieved by two approaches, namely informational integration and physical integration. Moreover, potential challenges XXX Lutz might face by adopting an omni-channel strategy are identified and adequate solutions are proposed.

Conclusion- This study extends the understanding of the omni-channel strategy for the furniture retailers. Our findings affirm the assumption that informational and physical integrations are two important dimensions of channel integration for the omni-channel retailers.

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Makale detayları

HOW THE SHIFT TO OMNI-CHANNEL COMMERCE STRATEGY AIDS A FURNITURE RETAILER’S COMPETITIVE DIFFERENTIATION: THE CASE OF XXX LUTZ IN AUSTRIA

Yazarlar: Lisa Maria WİESER | Yung-shen YEN

Yayıncı: PressAcademia

Ana Başlıklar: Yönetim

Dergi: Journal of Management Marketing and Logistics 2019 Vol.6 Issue 3, pp.197-203

Belge Tipi: Makale

Yayın Tarihi: 9/2019

Belge Dili: İngilizce

Document ID (Org No.): 2000742198

Sıklık: Üç Aylık

eISSN: 2148-6670

DOI: https://doi.org/10.17261/Pressacademia.2019.1131

Sayı

Yazarlar:

Lisa Maria WİESER | Yung-shen YEN

Yayıncı:

PressAcademia

Ana Başlıklar:

Yönetim

Dergi:

Journal of Management Marketing and Logistics 2019 Vol.6 Issue 3, pp.197-203

Belge Tipi:

Makale

Yayın Tarihi:

9/2019

Belge Dili:

İngilizce

Document ID (Org No.):

2000742198

Sıklık:

Üç Aylık

eISSN:

2148-6670

DOI:

https://doi.org/10.17261/Pressacademia.2019.1131