Drivers for channel integration and omnichannel strategy: Evidence from the leading grocery retailer in Turkey

Abstract

As retailing is amongst the most diverse and dynamic sectors, channel integration and omnichannel strategy have become prominent issues across the entire retail supply chain. Customers are seeking a seamless shopping experience, and insisting on uninterrupted business processes. In this regard, to improve service, it is clear that the Business-to-Business (B2B) context would benefit from a deeper understanding of the Business-to-Customer (B2C) relationships. Hence, the drivers for channel integration and omnichannel strategy are priorities for research. This chapter aims to provide an understanding of channel integration and omnichannel strategy, highlighting the trends and future perspectives. Based on the content of the topic, primary and secondary data are used to provide evidence and present a broader view, using a Turkish grocery retailer as an example. The findings from focus groups revealed the drivers for channel integration and implementation of omnichannel strategy. The drivers for channel integration are related to the changing dynamics within the retail sector; changes in shopping habits and the need for high productivity in logistics and supply chain processes. Moreover, the implementation of an omnichannel strategy is examined, with the focus on advanced information technology, integration of business processes, and customer perception. © Springer Nature Switzerland AG 2019.