A framework to support the selection of front-end and back-end solutions in omnichannel retailing

The goal of this paper is to address the operational challenges of omnichannel (OC) retailing, a popular model that merges online and offline channels to provide a seamless service experience to consumers throughout their customer journey. Embracing OC implies (i) deciding which shopping alternatives should be offered (front-end solutions), and (ii) designing appropriate logistics processes (back-end solutions). The study presents a framework supporting the configuration of omnichannel (OC) strategies through an empirical approach. After identifying possible front-end and back-end OC solutions, a series of OC retailing experiences were examined. These cases were mapped and positioned on two matrices (one for front-end and the other for back-end solutions) where product, network and service drivers were compared to derive insights on the type of retailers more likely to adopt each solution. OC drivers and alternatives were identified through a literature review; informati on about the cases was collected through direct interviews and secondary sources. Four front-end OC solutions (i.e. Click and Collect, InfoStore, InfoCommerce and InStore Support) and three back-end OC solutions (i.e. Store Picking, Warehouse Picking and Dropshipping) were identified. The front-end framework highlights six possible clusters based on product and network complexity. The back-end framework identifies three configurations, grouped by service and product complexity. This paper addresses a meaningful topic, as OC continues to disrupt operations management in most retail segments, from apparel to grocery. The studies in this area are increasing as a signal of growing interest in the theme. Still, most of the extant contributions either focus on logistics underlying OC or front-end aspects separately. This study originally contributes by jointly considering the double back-end and front-end perspectives of OC. This research is also useful for practitioners, as it aims to support retailers in the configuration of their overall OC strategy