Yue, Xiuge
(2019)
Investigating Omni-Channel Operational Strategies in the UK Retail Sector.
[Dissertation (University of Nottingham only)]
Abstract
With the development of Internet applications such as e-commerce and social networking, consumers’ shopping, social and entertainment scenarios and ways have become diversified, which has led to the change of retail channels.
Omni-Channel and Multi-Channel, Cross-Channel has a natural connection, but there are also some differences, and they are closely related to physical stores, online stores and mobile phone stores. However, to a certain extent, there is a lack of a clear definition of the categories of retail channels. Based on Beck and Rygl’s (2015) basic classification theory, I sort out these related concepts, and conclude the main types of British retailers, and investigate Omni-Channel operational strategies in the UK retail sector, as well as the future development trend.
This paper mainly uses the method of qualitative analysis to study the flexibility of retailing channels of different retailers, using case study analysis combined with secondary data. Six representative retailers are selected in the UK, which is: Marks and Spencer (M&S), John Lewis, Tesco, Sainsbury, Argos and Next. Besides, Beck and Rygl’s (2015) models are also used as framework support. This thesis analyses the types and flexibility of retail channels that UK retailers provide, the characteristics of each retail channel and the challenges that UK retailer face. Besides, I also put forward the development strategies for the future. The study finds that under the existing retail model, most of the retailers belong to Cross-Channel Retailers, and only a small number of retailers have ultimately achieved Omni-Channel Retailing.
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