Analysis of barriers in implementation of omni channel strategy

Abstract

The rise of internet, technology and digital change has changed retail strategies. Many retailers have begun
to develop multi-channel and Omni channel strategies by adding new channels through which they communicate with
users. As technological development continues to hinder retail strategies, practitioners of Omni channel discuss how to
respond. Specifically, managers are concerned about managing several touch points, which are now simultaneously
available to customers. The purpose of this study is to identify the barriers when introducing Omni channel strategy
across the other channels and to provide necessary suggestions for successful implementation of Omni-channel strategy
in future companies. An extensive literature review is undertaken to identify barriers for Omni channel implementation.
The research model of Omni channel proposed in this study has four major categories of barriers as ‘strategy related,
‘organizational related, ‘developmental related’ and ‘technological related, and that affects customer acceptance of
Omni channel. To test the model, a questionnaire is designed. The statistical procedure for modelling is presented. The
survey is carried out among the retailers in South India in which they have successfully implemented Omni channel.This
study helps in better understanding of Omni-channel implementation barriers for retailers and provide necessary
suggestions for future retailers on successful implementation.