Enablers and Barriers of Omnichannel in Traditional Grocery Retailers

The development of information, communication, and technology (ICT) provides opportunities for traditional grocery retailers to expand their potential market share and competitiveness. The objective of omnichannel implementation in retail is to integrate the supply chain and sales channels. However, the approach has not been widely implemented yet. This paper presents enablers and barriers of omnichannel in traditional grocery retailers based on a narrative literature review. The main enabling factors are a customer-centric approach, balancing between agility and efficiency, and developments, while the barriers are a lack of limited resources and significant technological investment. At the end, a framework for implementing omnichannel in traditional grocery stores is suggested and discussed.