Work

From a Multichannel to an Optichannel Strategy in Retail

Year: 2025

Type: article

Abstract: This paper presents the first systematic literature review (SLR) that includes the concept of an optichannel strategy, examining the main principles, key characteristics, and implications for retailers when switching from a multichannel to an optichannel approach. The SLR was made using Web of Science, Scopus, and Google Scholar to find literature on the optichannel model in retail. The results show a paradigm shift in retailing from a multichannel, passing through omnichannel and phygital, to an optichannel strategy. This shift means marketers are now adopting a more customer-centric approach to brand management and consumer behaviour. This article has practical and managerial implications for researchers and practitioners. For researchers, the study explains how retailers evolved from multi- to cross-, omni-, phygital, and optichannel strategies. For practitioners, this paper indicates future ways to allow retailers to manage their customers’ needs, ensuring a positive impact on customer experience and the company’s commercial and financial performance.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer20010045

Authors: Sílvia Faria, João M. S. Carvalho

Institution: REMIT – Research on Economics, Management and Information Technologies

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,207

Funder: Fundação para a Ciência e a Tecnologia