Omni-Channel Strategies : An Exploratory Typology to Better Understand Logistical Dimensions

While numerous new distribution channels have emerged in recent years, the challenge for today's large retailers is to develop effective omni-channel strategies. This paper, based on an analysis of 26 large retailers, explores the omni-channel strategies being followed by French retail brands. The analysis reveals an original typology of four ideal-types of strategies: the delivery omni-channel strategy, the logistics omni-channel strategy, the experiential omni-channel strategy, and the relational omni-channel strategy. The typology contributes to the emerging omni-channel literature, and feeds into the reflection on how the relationship between the large retailer and the customer is constructed