Assessment of omnichannel distribution strategies in the sports retail industry in Spain
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Abstract
There have been growing calls in recent years for the implementation of an omnichannel distribution strategy to create a seamless flow of goods between companies’ online and offline channels. This study uses a content analysis of different dimensions and indicators to assess the level of omnichannel development among the main sports retailers in Spain. The results show that companies have made significant progress in the direction of omnichannel operations, Decathlon being by far the most advanced in this regard. The study also shows, however, that there is still room for improvement and investment if companies wish to obtain the competitive advantage offered by omnichannel distribution.
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