Factors Affecting Omnichannel Buying Online and Return in Store: Evidence From Fast-Fashion Retail

Fares, Naila and Lloret, Jaime and Kumar, Vikas and Frederico, Guilherme (2023) Factors Affecting Omnichannel Buying Online and Return in Store: Evidence From Fast-Fashion Retail. Journal of Enterprise Information Management. ISSN 1741-0398

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Purpose: We analysed the operations of two synchronised channels by focusing on "buy online and return in store" (BORS) strategies in fast-fashion retail by investigating internal and external factors affecting this omnichannel strategy.
We apply a combination of techniques to identify the BORS factors. Firstly, a strengths, weaknesses, opportunities, and threats (SWOT) analysis was used to define the operational factors of BORS adoption. We then apply Analytic Hierarchy Process (AHP) to evaluate the factors under four SWOT categories for kids, male and female consumer groups. The factors of BORS were then ranked using the fuzzy VlseKriterijumska Optimizacija I Kompromisno Resenje (Fuzzy VIKOR) approach.
Findings: Combining the SWOT, AHP and Fuzzy VIKOR techniques, we identified twenty-one factors in this study. The opportunity that BORS provides for trying in the fitting room for a better convenient shopping experience was ranked as the most important factor, followed by the opportunity to create a loyal customer profile with an easy and well-organised return process. Furthermore, the results reveal that the child consumer group is the most critical of the stated operations factors, followed by male and female consumers.
Originality: Our study contributes to the growing literature on the BORS omnichannel strategy, specifically for fast-fashion retail based on consumer needs.
Practical implications: We described the operational factors and supported the decision-making system of BORS for each consumer group with a priority ranking to realise effective managerial management for fast-fashion retailers and practitioners.

Item Type: Article
Identification Number: https://doi.org/10.1108/JEIM-01-2022-0020
23 February 2023Accepted
3 April 2023Published Online
Uncontrolled Keywords: BORS, fast-fashion, Fuzzy VIKOR, MCDM, omnichannel, operations management, SWOT-AHP, consumer, retail, e-commerce, decision-making, product returns
Subjects: CAH17 - business and management > CAH17-01 - business and management > CAH17-01-01 - business and management (non-specific)
CAH17 - business and management > CAH17-01 - business and management > CAH17-01-04 - management studies
Divisions: Faculty of Business, Law and Social Sciences > Birmingham City Business School
Depositing User: Vikas Kumar
Date Deposited: 27 Feb 2023 11:38
Last Modified: 18 Apr 2023 09:41
URI: https://www.open-access.bcu.ac.uk/id/eprint/14206

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