Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025)

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Strategic Optimization of Omnichannel Retailing: A SWOT-PESTEL Analysis

Authors
Xianyao Xu1, *
1Wuhan University, 299 Bayi Road, Wuchang District, Wuhan, Hubei, China
*Corresponding author. Email: a137188@correo.umm.edu.mx
Corresponding Author
Xianyao Xu
Available Online 17 September 2025.
DOI
10.2991/978-94-6463-835-6_48How to use a DOI?
Keywords
Omnichannel Retailing; SWOT; PESTEL; Strategic Management; Digital Transformation
Abstract

This paper explores the evolving landscape of omnichannel retailing, a strategy that integrates physical, digital, and mobile channels to create a seamless and customer-centric shopping experience. Amidst rapid technological advancements and shifting consumer expectations, the study applies an integrated SWOT-PESTEL framework to evaluate internal capabilities and external environmental pressures faced by global retailers. The research draws on semi-structured interviews with industry experts, a systematic review of academic and industry sources, and detailed case studies from leading retail brands such as Amazon, Nike, and Patagonia. Key findings highlight that while omnichannel strategies enhance customer engagement and brand loyalty—evidenced by innovations like AR try-ons and metaverse retail spaces—they also introduce challenges such as high technology integration costs, privacy concerns, and regulatory complexities. Opportunities in emerging markets and sustainability initiatives present new avenues for growth, while external threats, including algorithmic scrutiny and data legislation, demand strategic agility. By integrating SWOT with PESTEL and applying Analytic Hierarchy Process (AHP) for prioritization, this study provides a robust framework for decision-making. Practical recommendations include investing in resilient technologies, ethical data practices, and region-specific strategies. This paper contributes to strategic retail management literature by offering actionable insights for enhancing omnichannel effectiveness in a competitive and regulated global market.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
17 September 2025
ISBN
978-94-6463-835-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-835-6_48How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xianyao Xu
PY  - 2025
DA  - 2025/09/17
TI  - Strategic Optimization of Omnichannel Retailing: A SWOT-PESTEL Analysis
BT  - Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025)
PB  - Atlantis Press
SP  - 457
EP  - 463
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-835-6_48
DO  - 10.2991/978-94-6463-835-6_48
ID  - Xu2025
ER  -