Consumer logistics under omnichannel retailing: a re-conceptualisation and clustering analysis of “logsumers”

Purpose Omnichannel retailing offers consumers more channels and opportunities to engage in logistics. This study revisits the concept of consumer logistics with two objectives: establishing a comprehensive framework of consumer logistics in the context of omnichannel retailing and exploring potential consumer clusters by focusing on their involvement patterns in logistics activities. Design/methodology/approach Two exploratory studies were conducted. Study 1 involved exploratory factor analysis to identify the dimensions of consumer logistics activities. Subsequently, K-means clustering analysis was conducted to categorise “logsumers” based on their current preferences for logistics activities. Findings The findings reveal five dimensions within consumer logistics activities: pre-shopping strategic planning, pre-shopping information exploration, physical involvement in delivery, intellectual engagement in delivery and post-delivery return activities. Further, this study identifies four types of logistics activity participants: enthusiastic logistics participants, apathetic logistics participants, intellectual activity engagers and physical activity activators. Research limitations/implications This study expands the understanding of consumer logistics by offering a comprehensive segmentation framework across all logistics stages, including post-delivery returns. By integrating clustering analysis with logistics management, it reveals consumer logistics behavioural patterns. However, its findings are limited by regional and temporal contexts, suggesting that generalisations should be cautious. Originality/value This study provides a comprehensive framework for understanding consumer logistics and lays the groundwork for market segmentation research in this domain. Furthermore, our findings contribute to a deeper understanding of consumer engagement by examining logistics activity attributes and “logsumer” types, enabling retailers and logistics service providers to formulate differentiated strategies for diverse consumer groups.