Omni-Channel Strategies in Response to the Showrooming Phenomenon in Department Stores -A Case Study of Macy's-
- Authors
- Oh, Jeongsook; Lee, Seunghee
- Issue Date
- Jun-2017
- Publisher
- Korean Society of Clothing and Textiles
- Keywords
- Consumer behavior; Macy's department store; Omni-Channel; Showrooming
- Citation
- Journal of the Korean Society of Clothing and Textiles, v.41, no.3, pp 393 - 406
- Pages
- 14
- Journal Title
- Journal of the Korean Society of Clothing and Textiles
- Volume
- 41
- Number
- 3
- Start Page
- 393
- End Page
- 406
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/8308
- DOI
- 10.5850/JKSCT.2017.41.3.393
- ISSN
- 1225-1151
2234-0793
- 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. © 2017, The Korean Society of Clothing and Textiles.
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