Evolution of Retail Distribution Functions in Omnichannel Environment (Evidence from Bulgarian Retail Sector)

Abstract

The evolution of the distribution, as a result of the development of new communication technologies and transformations in consumer behavior, is the subject of extensive academic studies. The purpose of this article is to investigate and summarize the changes in the retail distribution functions in an omnichannel environment in the context of economic and marketing theory. The role of distribution services, wholesale and retail trade is the starting point in the analysis of the added value of the trade sector. The author argues that in order to make sense of changes in the retail distribution functions, it is necessary to look at the buying, selling and exchange functions, marketing  and supply chain logistics in an interconnected way. The article is based on the research of authors in the field of distribution and retail economics and marketing. Empirical material from Bulgarian retail sector based on data from National Statistical Institution  and Euromonitor illustrates that retailing has started to operate in a omnichannel environment.