Investigating shopping experience and fulfilment in omnichannel retailing : a proposed comparative study in Romania and UK of Generation Y consumers

Grant, David; Dabija, Dan-Cristian

Abstract

Paper delivered at the 21st Logistics Research Network annual conference 2016, 7th-9th September 2016, Hull. Abstract Purpose: This paper presents a literature review and proposed research agenda to examine whether Romanian retailers are more inclined than UK retailers to reach out to young consumers, i.e. Generation Y through omnichannel retailing to improve their shopping experiences and also determine the impact of this strategy on logistical and fulfilment activities. Research approach: This paper is based on a literature review in three key areas: omnichannel retailing, young consumers’ attitudes and fulfilment and the propensity of online buying behaviour in an emerging market (Romania) versus a more developed economy (UK). As there are few studies related to these aspects, the paper attempts to highlight the best options retailers have for both marketing and online fulfilment when addressing/entering new markets that are very attractive but where cultural background are more different than their traditional markets. Findings and Originality: The literature review suggests there is an opportunity to explore two main relationships: i) marketing and fulfilment for online consumers and omnichannel retailing efforts, and ii) consumers’ propensity to purchase online in an emerging market versus a developed economy. Research impact: This paper suggests some research concepts and ideas to investigate the online fulfilment and buying behaviour of younger generations of consumers in both Romania and the UK. The scope of the proposed agenda will include young consumers’ purchase behaviours’ as regards omnichannel retailing, and logistical fulfilment in an emerging market versus a developed economy including different cultural backgrounds. Practical impact: The paper provides some direction for practitioners on assessing proper market development strategies on an emerging international context, taking into consideration different cultural implications and patterns, as well as focussing on buying propensity of different generations when active in omnichannel retailing. However, the suggested research concepts and ideas would provide a more holistic approach towards a better overall performance of retailers.

Citation

Grant, D., & Dabija, D.-C. Investigating shopping experience and fulfilment in omnichannel retailing : a proposed comparative study in Romania and UK of Generation Y consumers

• Deposit Date: Nov 24, 2016
• Journal: Proceedings of the 21st logistics research network annual conference 2016
• Peer Reviewed: Not Peer Reviewed
• ISBN: 9781904564522
• Keywords: Omnichannel retailing, Logistical fulfilment, Generation Y, Online purchase behaviour
• Public URL: https://hull-repository.worktribe.com/output/445624
• Publisher URL: The Chartered Institute of Logistics and Transport website is available at https://www.ciltuk.org.uk.
• Contract Date: Nov 24, 2016