In the omnichannel retailing context, some online-first retailers open the offline channel to implement cross-channel operational strategies to improve the consumer’s experience. This paper develops an analytical model of the retailer’s offline entry and omnichannel fulfillment option (i.e., the Ship-from-Store option) under competition through the platform’s self-run store. In the omnichannel scenario, the retailer can provide time-sensitive consumers with a quick logistics service by implementing the Ship-from-Store option. We focus on the value of the Ship-from-Store option and explore the effects of this option on the pricing decisions of the retailer and platform. We also explore how consumer heterogeneities (time sensitivity and transportation costs) affect the retailer’s omnichannel operations. In addition, we identify conditions under which the retailer can benefit from the Ship-from-Store option. Some managerial insights are provided.

在全渠道零售环境中，一些在线优先零售商开放了离线渠道以实施跨渠道运营策略，以改善消费者的体验。本文通过平台自营商店的竞争，开发了零售商的离线进入和全渠道履行选项（即从商店发货的选项）的分析模型。在全渠道方案中，零售商可以通过实施“从商店发货”选项为时间紧迫的消费者提供快速的物流服务。我们关注“从商店发货”选项的价值，并探讨此选项对零售商和平台的定价决策的影响。我们还探讨了消费者的异质性（时间敏感性和运输成本）如何影响零售商的全渠道运营。此外，我们确定了零售商可以从“从商店发货”选项中受益的条件。提供了一些管理见解。