Understanding the transformation towards omnichannel logistics in grocery retail: a dynamic capabilities perspective

Purpose: Omnichannel logistics is undergoing a significant transformation in grocery retail. Shedding light on this important but under-researched phenomenon, the purpose of this study is to investigate how grocery retailers transform and why some are more successful in transforming omnichannel logistics.
Design/methodology/approach: Applying dynamic capabilities as a theoretical lens, a multiple case study is conducted with three grocery retailers at different stages of their transformation.
Findings: Six microfoundations of dynamic capabilities were identified as critical for enabling omnichannel transformation. The study highlights important differences in dynamic capabilities, which can be attributed investment decision making, governance, and creating co-specialization. Finally, we propose seven proposition for contextualization of dynamic capabilities for the omnichannel transformation in grocery retail.
Originality/value: This study is original by contextualizing microfoundations in grocery omnichannel retailing. It contributes to theory and practice by showing the value of dynamic capabilities, stressing the important interrelation between a retailer’s governance structure, its leadership, and the capability to make investment decision, increase logistics coordination, and co-specialize.