With the advent of digitalization, the retail industry has undergone significant transformations, ushering in the era of omni-channel. However, most retailers struggle with stagnant omni-channel transformation due to limited decision analysis tools and quantitative research. This study utilizes case study data and Agent-Based Modeling (ABM) to compare three retail models: brick & mortar, pure-play e-tailer, and omni-channel. Through a comprehensive evaluation of enterprise, social, and consumer utilities, the omni-channel model emerges as the optimal choice. The study also offers optimization suggestions and simulation tool for the omni-channel retailers.
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Li et al. (2024) studied this question.
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