Research on Consumer Behavior and Experience under Omni-Channel Retail at Freshippo

Research Article
Open access

Research on Consumer Behavior and Experience under Omni-Channel Retail at Freshippo

Yuting Wu 1*
  • 1 College of Literature and Media, Guangzhou College of Applied Science and Technology, Zhaoqing, China    
  • *corresponding author Tallyn1277213923@outlook.com
AEMPS Vol.186
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-153-2
ISBN (Online): 978-1-80590-154-9

Abstract

With socio-economic development, consumers demand more convenience and shopping experience. Traditional retailers are under pressure from online competition, while pure e-commerce platforms are also aware of the importance of offline experience. Against this backdrop, Alibaba's Freshippo launched a ‘new retail’ model in 2016, integrating convenient online shopping with offline fresh produce selection and on-site processing services through Omni-channel retailing. Relying on Alibaba’s technology, data, and logistics resources, Freshippo has created an integrated ‘supermarket + restaurant + logistics and distribution’ platform. As of June 2024, Freshippo has opened more than 400 shops, demonstrating strong market competitiveness. However, in recent years, some Freshippo have closed down. This paper focuses on the consumer purchasing decision process and loyalty under Freshippo's Omni-channel retail model and explores its successes and shortcomings, aiming to provide lessons for retail enterprises.

Keywords:

Omni-channel, Retailing, Consumer behavior

Wu,Y. (2025). Research on Consumer Behavior and Experience under Omni-Channel Retail at Freshippo. Advances in Economics, Management and Political Sciences,186,50-55.
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References

[1]. Park Thaichon, Ian Phau, Scott Weaven. (2020) Moving from multi-channel to Omni-channel retailing: Special issue introduction. Journal of Retailing and Consumer Services, 102311.

[2]. Sharma, N., Acquila-Natale, E., Dutta, N., & Hernández-García, Á. (2025). A tale of stores and screens: Unveiling consumer behavior in omnichannel retailing through the lens of behavioral reasoning. Electronic Commerce Research and Applications, 101480.

[3]. Deng, R. (2024). Sam’s Club Current Situation Analysis and Recommendation in China. In SHS Web of Conferences (Vol. 185, p. 03014). EDP Sciences.

[4]. Y. Su, (2020) Analysis on the “New Retail” Model : Take Freshippo as an Example, 2020 2nd International Conference on Economic Management and Model Engineering (ICEMME), Chongqing, China, pp. 189-193,

[5]. Zhang,C. (2024). Transformation and Upgrading of Fresh Brand Retail Mode under the Background of Consumption Upgrading -Taking Freshippo as an Example. Communications in Humanities Research,41,7-14.

[6]. Ying, L., Bo-Cheng, T., & Qi, S. (2020, June). A Discussion about the Attractive Factors of Consumers in the New Retailing Format-Taking Freshippo as an Example. In 2020 International Workshop on Electronic Communication and Artificial Intelligence (IWECAI) (pp. 124-127). IEEE.

[7]. Alashmawy, A., & Singh, H. (2023). Understanding Digital Innovations in Omnichannel Retail Ecosystem: The Role of In-Store Technology in Enabling the Survival of Physical Retail. In Proceedings of the 6th International Conference on Digital Innovation-Blockchain and Fintech NTTU. Vietnam (pp. 483-492).

[8]. Jocevski, M., Arvidsson, N., Miragliotta, G., Ghezzi, A., & Mangiaracina, R. (2019). Transitions towards omni-channel retailing strategies: a business model perspective. International Journal of Retail & Distribution Management, 47(2), 78-93.

[9]. Yan, B., Chen, Y. R., Zhou, X. T., & Fang, J. (2019). Consumer behavior in the omni-channel supply chain under social networking services. Industrial Management & Data Systems, 119(8), 1785-1801.

[10]. Cai, Y. J., & Lo, C. K. (2020). Omni-channel management in the new retailing era: A systematic review and future research agenda. International Journal of Production Economics, 229, 107729.

Cite this article

Wu,Y. (2025). Research on Consumer Behavior and Experience under Omni-Channel Retail at Freshippo. Advances in Economics, Management and Political Sciences,186,50-55.

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About volume

Volume title: Proceedings of ICMRED 2025 Symposium: Effective Communication as a Powerful Management Tool

ISBN：978-1-80590-153-2(Print) / 978-1-80590-154-9(Online)
Editor：Lukáš Vartiak
Conference website: https://2025.icmred.org/Bratislava.html
Conference date: 30 May 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.186
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Park Thaichon, Ian Phau, Scott Weaven. (2020) Moving from multi-channel to Omni-channel retailing: Special issue introduction. Journal of Retailing and Consumer Services, 102311.

[2]. Sharma, N., Acquila-Natale, E., Dutta, N., & Hernández-García, Á. (2025). A tale of stores and screens: Unveiling consumer behavior in omnichannel retailing through the lens of behavioral reasoning. Electronic Commerce Research and Applications, 101480.

[3]. Deng, R. (2024). Sam’s Club Current Situation Analysis and Recommendation in China. In SHS Web of Conferences (Vol. 185, p. 03014). EDP Sciences.

[4]. Y. Su, (2020) Analysis on the “New Retail” Model : Take Freshippo as an Example, 2020 2nd International Conference on Economic Management and Model Engineering (ICEMME), Chongqing, China, pp. 189-193,

[5]. Zhang,C. (2024). Transformation and Upgrading of Fresh Brand Retail Mode under the Background of Consumption Upgrading -Taking Freshippo as an Example. Communications in Humanities Research,41,7-14.

[6]. Ying, L., Bo-Cheng, T., & Qi, S. (2020, June). A Discussion about the Attractive Factors of Consumers in the New Retailing Format-Taking Freshippo as an Example. In 2020 International Workshop on Electronic Communication and Artificial Intelligence (IWECAI) (pp. 124-127). IEEE.

[7]. Alashmawy, A., & Singh, H. (2023). Understanding Digital Innovations in Omnichannel Retail Ecosystem: The Role of In-Store Technology in Enabling the Survival of Physical Retail. In Proceedings of the 6th International Conference on Digital Innovation-Blockchain and Fintech NTTU. Vietnam (pp. 483-492).

[8]. Jocevski, M., Arvidsson, N., Miragliotta, G., Ghezzi, A., & Mangiaracina, R. (2019). Transitions towards omni-channel retailing strategies: a business model perspective. International Journal of Retail & Distribution Management, 47(2), 78-93.

[9]. Yan, B., Chen, Y. R., Zhou, X. T., & Fang, J. (2019). Consumer behavior in the omni-channel supply chain under social networking services. Industrial Management & Data Systems, 119(8), 1785-1801.

[10]. Cai, Y. J., & Lo, C. K. (2020). Omni-channel management in the new retailing era: A systematic review and future research agenda. International Journal of Production Economics, 229, 107729.

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