Multichannel Retailing Research With Heterogeneous Consumer—Take U Company As An Example

With the rise of online shopping,more and more retailers are expanding their original offline retail channels through online stores.In recent years,people have begun to focus on “omnichannel retailing”,which aims to open up or integrate current shopping channels to give consumers a seamless consumer experience.BOPS(Buy Online and Pick up in Store)shopping model has also arisen,consumers do not have to wait for product distribution but can get a timely satisfaction.The product is packaged offline to provide consumers with convenient delivery services.If the consumer finds that the product is not suitable after picking up the goods,he can return it in the store directly.This approach improves consumer experience and channel operational efficiency while also boosting offline traffic and sales.BOPS service can attract more traffic for online channels,and it will also erode the demand of offline channels.Consumers who choose online shopping will also bring additional benefits to offline channels when they choose to pick up goods offline.Retail companies need to consider operational decisions in a comprehensive manner.Based on this,this paper focuses on three major issues: First,is it profitable for companies to provide BOPS service? How should companies develop pricing strategies? Second,what effect will it have on the original channel after adopting BOPS service? What kind of channel transfer behavior will consumers generate? Third,how will the different stock-out levels affect the channel?This paper summarizes the main research methods and conclusions of dual channels and BOPS channels by referring to relevant domestic and abroad literatures.And on this basis,combined with the actual corporate background under the current economic development trend,we analyze the specific application of the enterprise market and its multi-channel retail.Secondly,based on the heterogeneous consumer channel model,we establish the consumer utilities and the channel profits formula,the channel profits under different modes are compared and the profit is optimized,and the channel selection behavior of heterogeneous consumers is analyzed.Then consider adding the shortage factor and analyze the impact of different out-of-stock levels on corporate profits and consumer channel transfer behavior.Finally,Mathematica was used to digitize the conclusions of the study.The main conclusions of this paper are:(1)Pricing is different when retailers adopt different channel strategies.When BOPS services are added,optimal pricing becomes lower,because the extra consumption ? generated by consumers after visiting the physical store makes up for the price reduction.However,after adopting the BOPS channel,retailers need to make certain adjustments to the physical stores,such as stimulating consumers to generate more additional consumption when they go to the store to pick up the goods(such as adding shopping guide services,physical store promotions,etc.)Increase the extra consumption ?,otherwise it is unprofitable for retailers to adopt BOPS channels on the basis of dual channels.(2)After the retailer adopts the BOPS channel,when the online hassle cost is higher than the offline hassle cost,the consumers who originally adopted the online + offline channel will be converted into the BOPS+ offline channel.(3)When the out-of-stock ratio of physical stores gradually increased,consumers gradually shifted from offline channels to online channels.When the physical store is at a low stock-out level,after adopting the BOPS channel,when online trouble cost is higher than a certain value,the consumer will transfer from the online channel to the BOPS channel.At the same time,it is also necessary to ensure that consumers have a certain amount of extra consumption to the store,so that when offline stores are out of stock,it is profitable for retailers to adopt BOPS channels.