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http://dx.doi.org/10.5850/JKSCT.2017.41.3.393

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

Oh, Jeongsook (Dept. of Clothing & Textiles, Sookmyung Women's University)
Lee, Seunghee (Dept. of Clothing & Textiles, Sookmyung Women's University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.41, no.3, 2017 , pp. 393-406 More about this Journal
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
Showrooming; Omni-Channel; Macy's department store; Consumer behavior;
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Times Cited By KSCI : 4  (Citation Analysis)
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