How to measure omnichannel? Marketing indicator-based approach – Theory fundamentals

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2021-09-30 DOI:10.17270/j.log.2021.610

R. Domański

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引用次数: 2

Abstract

. Background : The ability to assess a situation is one of the key competences of companies operating on the market. One should know if one functions as well as their competitors, better or perhaps worse. In the case of the omnichannel concept, it is difficult to answer this question, since so far there has been no recognized standard for its evaluation. The aim of the article is to present the theory fundamentals of omnichannel measurement and evaluation in an indicator-based form. Methods: The theoretical part features a systematic literature review based on the Scopus abstract and citation database. In the research part, an original indicator-based omnichannel measurement and evaluation theory was presented. The idea was based on the following ideas: marketing mix, benchmarking, OTIFEF, AHP. Results: In the scientific literature, the dominant evaluation of omnichannel is based on financial measures, which, according to the author of this article, does not reflect the essence of the functioning of this concept. Therefore, the research part presents relational omnichannel indicators - individual (4) and aggregate (11) - based on non-financial measures. Conclusions: There are currently no reference omnichannel evaluation instruments. The creation and functioning of such a standard would allow to form objective opinions. The standardization of the omnichannel measurement would enable to perform comparative analyses, the results of which could be used to further improve trade and distribution processes in companies using this sales strategy. The research approach adopted in the article fits very well with the assumptions of the omnichannel concept. The proposed measurement and evaluation theory is simple and universal, and its application is not constrained by any limitations. It enables both individual and comparative evaluation.

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如何衡量全渠道?基于市场指标的方法-理论基础

．背景:评估形势的能力是公司在市场上运作的关键能力之一。一个人应该知道自己的表现是否和竞争对手一样好，或者更好，或者更差。就全渠道概念而言，很难回答这个问题，因为到目前为止还没有公认的评价标准。本文的目的是以指标为基础的形式介绍全渠道测量与评价的理论基础。方法:理论部分采用基于Scopus摘要和引文数据库的系统文献综述。在研究部分，提出了一种新颖的基于指标的全渠道测量与评价理论。这个想法是基于以下理念:营销组合，基准，OTIFEF, AHP。结果:在科学文献中，对全渠道的主要评价是基于财务措施，根据本文作者的观点，这并没有反映这一概念运作的本质。因此，研究部分提出了基于非财务指标的关系全渠道指标——个体(4)和总量(11)。结论:目前尚无可参考的全渠道评价工具。这样一个标准的建立和运作将使形成客观的意见成为可能。全渠道计量的标准化将有助于进行比较分析，其结果可用于进一步改进使用这种销售策略的公司的贸易和分销过程。本文采用的研究方法非常符合全渠道概念的假设。所提出的测量与评价理论简单、通用，其应用不受任何限制。它使个人评价和比较评价都成为可能。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.