I am currently busy with my PhD on omnichannel supply chain integration. I am struggling with the correct “terminology” in terms of omnichannel. It seems that most authors simply use “channel” or “online/offline channel”. However, since I am investigating omnichannel from a supply chain perspective, my supervisors feel that “channel” is too broad. For example, depending on the part of the omnichannel process I am discussing – the website could serve as both a communication OR distribution channel. My supervisors feel that it would dilute the managerial recommendations at the end of the study since channel is ambiguous. The suggestion at this stage is to use the word “omnichannels” instead of channels (as it is more inclusive than merely using channel).

For example:

“Shopping by means of a variety of omnichannels is no longer novel but has become universal for both consumers and retailers (Cummins, Peltier & Dixon, 2016: 12). Customers expect consistent, uniform, integrated services and experiences, regardless of the omnichannel they use. Customers are willing to move seamlessly between their preferred omnichannel depending on their current situation, the time of day, or the product category.”

My question(s) for other authors writing within the field of omnichannel retailing:

1) Do you think the ambiguous use of “channel” dilutes the understanding of omnichannel retailing?

2) How do you explicitly differentiate between the different uses of “channel” (as touchpoints and fulfilment channels) to clear up the ambiguity WITHOUT creating reader fatigue?

Attach is a table with a summary of the terms used across omnichannel. I attempted to answer my own question with this table – but ended up creating more questions than answers.

I thank you in advance for your time and input in this regard.

Alicia