Paper Details

The rise of internet, technology and digital change has changed retail strategies. Many retailers have begunto develop multi-channel and Omni channel strategies by adding new channels through which they communicate withusers. As technological development continues to hinder retail strategies, practitioners of Omni channel discuss how torespond. Specifically, managers are concerned about managing several touch points, which are now simultaneouslyavailable to customers. The purpose of this study is to identify the barriers when introducing Omni channel strategyacross the other channels and to provide necessary suggestions for successful implementation of Omni-channel strategyin future companies. An extensive literature review is undertaken to identify barriers for Omni channel implementation.The research model of Omni channel proposed in this study has four major categories of barriers as ‘strategy related,‘organizational related, ‘developmental related’ and ‘technological related, and that affects customer acceptance ofOmni channel. To test the model, a questionnaire is designed. The statistical procedure for modelling is presented. Thesurvey is carried out among the retailers in South India in which they have successfully implemented Omni channel.Thisstudy helps in better understanding of Omni-channel implementation barriers for retailers and provide necessarysuggestions for future retailers on successful implementation.

Navas Nk, Prof R Rajesh, “Analysis of barriers in implementation of omni channel strategy”, International Journal of Advance Engineering and Research Development (IJAERD), Vol. 6, Issue 5, pp. 181-191, May 2019.