Optimal Omnichannel Development Strategy in O2O Supply Chain under the Impact of Webrooming

This study analyzes how webrooming affects the O2O supply chain of an e-tailer and a brick-and-mortar store. Two types stores are considered: self-owned franchised. We first determine via game theory optimal pricing service decisions for store when prices uniform or nonuniform online offline. The results indicate that benefits both nonuniform. For stores, market share consumer traveling costs weaken positive effect on e-tailer’s profit price is franchised store, weakens role reinforces negative e-tailer. in case more significant than lower. These have important implications management should help e-tailers develop omnichannel strategy.