An analysis of factors influencing omnichannel retailing adoption using ISM-DEMATEL approach: an Indian perspective

Purpose The study aims to identify and analyse complex interrelationships among factors influencing omnichannel retailing adoption in Indian apparel firms. Design/methodology/approach The study applies an integrated interpretive structural modelling (ISM) and decision-making trial and evaluation laboratory (DEMATEL) approach for understanding the hierarchical and contextual relationship structure among the factors influencing omnichannel retailing adoption. Findings The integrated ISM-DEMATEL approach identifies that financial commitment is the most crucial factors followed by technological capability, training and development, performance metrics, supportive organisational structure, collaboration and knowledge sharing, offline-online information aggregation and integrated technological platform. Also, the study reveals that financial commitment and supportive organisational structure impact the majority of factors but are affected by only a few factors. Research limitations/implications Unlike previous studies, this study suggests an alternate approach to theory building emerging from the various factors that could be considered while developing omnichannel retailing. Practical implications Practitioners should pay close attention to leading factors that influence the adoption of omnichannel retailing, namely, financial commitments, supportive organisational structure, technological capability, integrated technological platform and training and development rather than focusing on significant receivers, such as warehouse management and assortment management. Originality/value The integrated approach of ISM-DEMATEL offers a hierarchical model and cause-effect relationship among factors influencing omnichannel retailing adoption.

Automated summary

The study uses an integrated approach of interpretive structural modelling (ISM) and decision-making trial and evaluation laboratory (DEMATEL) to identify and analyze the key factors influencing omnichannel retailing adoption in Indian apparel firms. The findings suggest that financial commitment, technological capability, training and development, performance metrics, supportive organizational structure, collaboration and knowledge sharing, offline-online information aggregation, and integrated technological platform are crucial factors. Financial commitment and supportive organizational structure impact the majority of factors but are affected by only a few factors. Practitioners are advised to focus on leading factors such as financial commitments, supportive organizational structure, technological capability, integrated technological platform and training and development when considering omnichannel retailing adoption. The integrated approach of ISM-DEMATEL provides a hierarchical model and cause-effect relationship among factors influencing omnichannel retailing adoption.