Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Omni-Channel Strategies in Response to the Showrooming Phenomenon in Department Stores -A Case Study of Macy's-

백화점 쇼루밍 현상에 따른 옴니채널(Omni-Channel) 전략 -메이시스 백화점(Macy's Department Store) 사례연구-

  • Oh, Jeongsook (Dept. of Clothing & Textiles, Sookmyung Women's University) ;
  • Lee, Seunghee (Dept. of Clothing & Textiles, Sookmyung Women's University)
  • Received : 2016.05.03
  • Accepted : 2017.04.22
  • Published : 2017.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

A "Showrooming" phenomenon has emerged due to the rapid growth of the on-line shopping market and is associated with consumer shopping patterns. This phenomenon is resulted in new strategies such as the Omni-Channel strategy that are now being employed by the off-line retail industry to meet the needs of consumers who seek information on-line. In particular, human services provided in department stores (which still occupy an important place in the off-line retail industry) are reaching limitations in the ability to maintain consumers. This study provides basic data for the Omni-Channel strategy of domestic department stores by researching and analyzing Omni-Channel strategy cases in Manhattan. This study dissects and analyzes the "Showrooming" phenomenon and the development of the Omni-Channel strategy through a literature review as well as analyzes the Omni-Channel success case of Macy's department store. The findings indicate that the use of the Omni-Channel strategy by Macy's department store has solved the problem of "Showrooming," by integrating on-line and off-line shopping to provide an efficient and convenient shopping experience for consumers. The Omni-Channel strategy offers a means for off-line stores to connect to the online shopping behavior of consumers. The results suggest the need for an organic combination of on-line and off-line distribution channels to adapt to changes in consumer shopping patterns due to a recession in the domestic market.

Keywords

References

  1. Ahearn, B. (2014, September 5). Macy's launches "My wallet" to manage payment option, digital coupons. Innovative Retail Technologies. Retrieved October 9, 2016, from http://www.innovativeretailtechnologies.com/doc/macys-launches-my-wallet-to-manage-payment-options-digital-coupons-0001
  2. Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & Macintyre, B. (2001). Recent advances in augmented reality. IEEE Computer Graphics and Applications, 21(6), 34-47. doi:10.1109/38.963459
  3. Bell, D., Gallino, S., & Moreno, A. (2015). Showrooms and information provision in omni-channel retail. Production and Operations Management, 24(3), 360-362. doi:10.1111/poms.12258_2
  4. Bloch, P. H., & Richins, M. L. (1983). Shopping without purchase: An investigation of consumer browsing behavior. Advances in Consumer Research, 10, 389-393.
  5. Bosman, J. (2011, December 4). Book shopping in stores, then buying online. The New York Times. Retrieved January 14, 2014, from http://mediadecoder.coder.blogs.nytimes.com/2011/12/04/book-shopping-in-stores-then-buying-on-line/?_r=0
  6. Boulton, C. (2014. October 15). 실리콘밸리 '빨리 실패하기' 정신 적용한 백화점 메이시스 [Macy's tries on Silicon Valley's 'Fail Fast' approach]. The Wall Street Journal. Retrieved October 20, 2014, from http://kr.wsj.com/posts/2014/10/15
  7. Centric Digital. (2016, March 30). How Macy's implemented a successful omnichannel approach. Centric Digital. Retrieved September 27, 2016, from https://centricdigital.com/blog/digital-trends/how-macys-implemented-a-successful-omnichannel-approach/
  8. Christopher, M. (2010, October 13). Macy's mirror lets your reflection try on clothes. CNET. Retrieved May 8, 2017, from https://www.cnet.com/news/macys-mirror-lets-your-reflection-try-on-clothes/
  9. Dennis, C., Fenech, T., & Merrilees, B. (2004). e-Retailing. Oxon: Routledge.
  10. Dixit, S., & Sinha, A. K. (2016). E-retailing challenges and opportunities in the global marketplace (1st ed.). Hershey, PA: IGI Global.
  11. Gladwell, M. (2000). The tipping point: How little things can make a big difference. New York, NY: Little, Brown and Company.
  12. Ha, K. O. (2015). A study on the shopping channel choice of consumer according to consumer purchase characteristics and MD choice characteristics-Focusing on food MD-. Unpublished master's thesis, Chung-Ang University, Seoul.
  13. Hay, G. A. (1982). Oligopoly, shared monopoly, and antitrust law. Cornell Law Review, 67(3), 439-481.
  14. Hong, S. B. (2015. March 23). 메이시스의 옴니채널 전략 [Macy's omni-channel strategy]. Korea Fashion Association. Retrieved February 1, 2016, from http://koreafashion.org/_html/information/fa_story_view.asp?cataIdx=803&boardId=story&clientId=913&num=862&pageNum=&SrchItem=&SrchWord
  15. How mobile is transforming the shopping experience in stores. (2013, May). Think with Google. Retrieved May 28, 2013, from https://www.thinkwithgoogle.com/research-studies/mobile-in-store.html
  16. Hwang, H. J. (2013, November 18). 오프라인 유통, 쇼루밍 족 쫓지 말고 끌어 안아야 [Offline distribution should embrace showrooming groups rather than drive them out]. LG Economic Research Institute. Retrieved March 5, 2015, from http://www.lgeri.com/report/view.do?idx=18319
  17. Hwang, H. S. (2016). A case study on the omni channel strategy under O2O(Online to Offline) environment. Unpublished master's thesis, Seoul Venture University, Seoul.
  18. iBeacon - Frequently asked questions. (2014). Cisco. Retrieved October 7, 2016, from http://www.cisco.com/c/dam/en/us/solutions/collateral/enterprise-networks/connected-mobileexperiences/ibeacon_faq.pdf
  19. Improving customer experience. (n.d.). estimote. Retrieved April 7, 2017, from http://estimote.com/retail/
  20. Jang, H. H., Kang, S. G., & Zhou, Y. (2014). A study on new consumption behaviors in the Korean online and offline retail markets-Focusing on showrooming and reverse showrooming-. E-Trade Review, 12(1), 29-51.
  21. Jeong, S. Y. (2015, May 11). [스마트홈 시대가 온다!] (5) 스마트 미러, "거울아, 세상에서 누가 제일 예쁘니?" [[Smart home age is coming!] (5) Smart mirror, "Mirror, Who is the most beautiful in the world?"]. tong+ ITInternet. Retrieved March 14, 2015, from http://news.tongplus.com/site/data/html_dir/2015/05/08/2015050802733.html
  22. Jung, S. G., & Yang, J. H. (2013). A study on relationship among relational benefits, satisfaction and customer loyalty; Focused on the moderating effects of consumer's innovativeness & rationality. Journal of Marketing Management Research, 18(2), 47-72.
  23. Kastrenakes, J. (2014, November 21). Macy's begins iBeaon shopping test, will send alerts to your iPhone when you enter stores. The Verge. Retrieved November 23, 2014, from http://www.theverge.com/2013/11/21/5129336/appleibeacon-support-herald-union-square-stores-shopkick
  24. Kim, A. M. (2014, May 21). 온.오프라인 넘나드는 '옴니 채널'을 만들어라 [Create an 'Omni-Channel' that crosses over online.offline]. Shindonga. Retrieved November 19, 2014, from http://shindonga.donga.com/3/all/13/113020/2
  25. Kim, D. Y. (2004, February 28). 상호작용 미디어와 이용자의 역할 변화 [Changes in the roles of interactive media and users]. Korea Information Society Development Institute. https://www.kisdi.re.kr/kisdi/fp/kr/directory/selectResearch.do?cmd=fpSelectResearch&sSubjectNo=0500&sSubjectNo=0501&controlNo=8542&langdiv=1
  26. Kim, H., & Eune, J. (2011). Preferences of product recommendation based on SNS friends in online shopping mall. Journal of Basic Design & Art, 12(1), 137-145.
  27. Kim, H. J. (2013, February 4). [모바일커머스] ebay의 Mobile-Centric 성공전략 [[Mobile-centric] Mobile-Centric success strategy of ebay]. Connectinglab. Retrieved November 19, 2014, from http://www.connectinglab.net/wordpress/?p=1544
  28. Kim, H. S. (2015). Design of tour guide system using bluetooth 4.0 and WiFi sensor technology. Journal of the Korea Academia-Industrial Cooperation Society, 16(10), 6888-6894. doi:10.5762/KAIS.2015.16.10.6888
  29. Kim, M. (2014, February). Omni channel retailing. Proceedings of the Korea Distribution Association, Winter Conference, Korea, 6-14.
  30. Kim, S. H. (2013). 오프라인 매장 이대로 죽을 순 없다 [Offline stores cannot die like this]. Paju: Idambooks.
  31. Kim, S. J., & Kim, M. (2016). A study on consequences brought by digital environment alteration in OMNI channel and brand experience. The Treatise on the Plastic Media, 19(1), 41-49.
  32. Kim, S. Y. (2014, January 12). [VP Trend & Insight] (2) 2013 Commerce 시장을 달군 주요 이슈 [[VP Trend & Insight] (2) Hot issues that flamed up the 2013 Commerce market]. Vertical Platform. Retrieved October 12, 2013, from http://verticalplatform.kr/archives/2498
  33. Klena, K., & Tine, L. V. (2014, March). Greater expectations. IBM. Retrieved March 23, 2014, from https://www-935.ibm.com/services/multimedia/GBE03594USEN.pdf
  34. Lee, J. M., & Rha, J. Y. (2012). Consumers' channel choice and channel positioning in multichannel environment. Journal of Consumer Policy Studies, (41), 143-169.
  35. Lee, J. S., Jung, S. H., & Shin, M. K. (2012). A study on multichannel consumer's choice of the information search and shopping channel. Journal of Consumption Culture, 15(3), 21-45. doi:10.17053/jcc.2012.15.3.002
  36. Lee, K. R., & Kim, S. H. (2014). Omni channel-based I-LBS service case study with smart commerce - Focus on iBeacon based service -. Proceeding of Korea Digital Design Council, KODDCO 2014 Conference, Korea, 485-486.
  37. Lee, M. H. (2014, October 10). 美 아마존 오프라인 매장... 차세대 유통은 '옴니채널' [American amazon offline store ... 'Omni-Channel' is the distribution for the new generation]. Daily Hankok. Retrieved February 1, 2016, from http://daily.hankooki.com/lpage/economy/201410/dh20141010120711138060.htm
  38. Lee, S. Y. (2015). A study on omni channel case and strategy in domestic large-scale distributors. Journal of the Korean Society of Design Culture, 21(4), 477-488.
  39. Lee, Y. M. (2014, June 26). 쇼핑의 한계를 무너뜨리다 [Breaking down the limits of shopping]. Next Economy. Retrieved May 2, 2015, from http://www.nexteconomy.co.kr/news/articleView.html?idxno=8397
  40. Lindeman, T. F. (2013, October 27). Macy's shows how it's matching up the customers and the goods. Pittsburgh Post-Gazette. Retrieved October 6, 2016, from http://www.postgazette.com/business/2013/10/27/Macys-matching-up-customers-and-goods/stories/201310270084
  41. Macy's Beauty Spot. (n.d.). Paul Chambers. Retrieved October 5, 2016, from http://www.happymonitor.com/v6/macysbeauty-spot/
  42. McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising, 31(3), 29-42. doi:10.1080/00913367.2002.10673674
  43. Mehra, A., Kumar, S., & Raju, J. S. (2013, January 14). Competitive strategies for brick-and-mortar stores to counter 'Showrooming'. Management Science, Forthcoming. Retrieved March 3, 2015, from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2200420
  44. Min, D. (2016). The effect of psychological disposition on omni-channel shopping in the age of digital convergence: Focusing on extraversion-introversion and variety-seeking tendency. Journal of Digital Convergence, 14(1), 91-97. doi:10.14400/JDC.2016.14.1.91
  45. Noh, T. Y. (2014, September 28). 커머스 플랫폼, '쇼루밍'을 넘어 '옴니채널 쇼핑' [Commerce platform, beyond 'Showrooming', 'Omni-Channel Shopping']. Asia Economy. Retrieved October 14, 2014, from http://www.asiae.co.kr/news/view.htm?idxno=2014092716390061907
  46. Park, B. S. (2013). 온라인쇼핑의 변화양상과 이미지 공유 서비스-Reverse-showrooming과 핀터레스트(Pinterest)- [Transition of online shopping and image sharing service-Reverse-showrooming and pinterest-]. ICT & Media Policy, 25(16), 62-74.
  47. Park, C. (2002). 온라인과 오프라인 유통경로에서 소비자 구매행동에 대한 비교연구 [A comparative study on the consumer behavior between on-line and offline channels]. Distribution Business Review, 2, 49-63.
  48. Park, H. S., & Song, H. S. (2001). Research on anywhere, information terminal for housewives with eager & easy UI. Journal of the Korean Society of Design Culture, 7(1), 421-435.
  49. Park, J. I. (2015). 다양한 채널, 단일한 아키텍쳐, 그 새로운 길 [Multiple channels, single architecture, new paths]. IBM. Retrieved October 5, 2016, from http://www-903.ibm.com/kr/sc2015/Commerce_Part2.pdf
  50. Park, S. H., & Kim, J. S. (2013). Research of smart mobile interface layout provision using cloud services based on Hadoop. Journal of The Korea Knowledge Information Technology Society, 8(6), 19-26.
  51. Park, S. P. (2014, October 11). [머니WEEK] 백화점 "쇼루밍족을 잡아라" [[Money WEEK] Department stores "Seize for the showrooming group"]. MoneyS. Retrieved November 19, 2014, from http://www.moneyweek.co.kr/news/mwView.php?type=1&no=2014101015088083479&outlink=1
  52. Pyun, H. S., Lee, S. Y., & Lim, C. U. (2009). A study on the antecedents and consequences of direct buying choice: Centered on domestic department store. Journal of Commodity Science and Technology, 27(1), 35-46.
  53. Shin, J. M., Kim, K. K., & Park, J. Y. (2011). The effect of social anonymity on community quality: Mediated by self expression, self control, and community ties. The Journal of Society for e-Business Studies, 16(4), 257-281. doi:10.7838/jsebs.2011.16.4.257
  54. Son, Y. K. (2013, October 30). 이마트 [emart]. PAXNet. Retrieved January 15, 2016, from http://paxnet.moneta.co.kr/WWW/data/researchCenter/attach/1383083767570.pdf
  55. Sudhakar, G. P. (2013). Integrated retail marketing communication (1st ed.). New Delhi: Prentice-Hall of India Pvt. Ltd.
  56. Sung, H., & Sung, J. (2016). An analysis of market maven's shopping behavior and multi-channel usage in the fashion retailing market. Journal of Fashion Business, 20(2), 134-148. doi:10.12940/jfb.2016.20.2.134
  57. THE F-FACTOR - 2 트렌드워칭 5월 트렌드브리핑 [THE FFACTOR - 2 trend watching, May, trending briefing]. (2011, May 11). designdb.com. Retrieved January 15, 2015, from http://designdb.com/index.html?menuno=785&bbsno=9862&boardno=587&ztag=rO0ABXQANDxjYWxsIHR5cGU9ImJvYXJkIiBubz0iNTg3IiBza2luPSJwaG90b19iYnMiPjwvY2FsbD4%3D&siteno=15&act=view
  58. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181. doi:10.10106/j.jre.2015.02.005
  59. Weiner, A. (2013, January 25). Can Content Marketing Beat Showrooming? Gartner. Retrieved April 20, 2015, from http://blogs.gartner.com/allen_weiner/2013/01/25/can-content-marketing-beat-showrooming
  60. Yang, H. D., Lee, C. Y., & Hwang, S. W. (2010). A study on the strategy to activate the mobile augmented reality market through a business model analysis. Internet and Information Security, 1(1), 5-27.
  61. Yeom, M. S. (2015). Inconsistency between information search and purchase channels: Focusing on the "Showrooming Phenomenon". Journal of Distribution Science, 13(9), 81-93. doi:10.15722/jds.13.9.201509.81
  62. Youn, M. K., & Nam, K. S. (2005). A study on tukjeongmeip system of department store in Korea. Journal of Distribution Science, 3(2), 1-14.
  63. Zimmerman, A. (2012, January 23). Showdown over 'Showrooming'. The Wall Street Journal. Retrieved January 14, 2014, from http://www.wsj.com/articles/SB10001424052970204624204577177242516227440