The Efficient Administration Paradox in Omni-Channel Electronics Retail: Evidence from MediaSaturn and the Introduction of the Real Importance Index
DOI:
https://doi.org/10.15611/pn.2026.2.11Keywords:
Efficient Consumer Response (ECR), omni-channel retailing, Efficient Administration (EA), Real Importance Index, supply chain collaborationAbstract
Aim: This article examines the adoption of Efficient Consumer Response (ECR) tools and their perceived strategic importance in German omni-channel electronics retail, with the aim of identifying implementation asymmetries.
Methodology: A qualitative-dominant research design with quantitative elements was applied, based on an expert survey conducted in 2022 with 36 managers from MediaMarktSaturn. Semi-structured questionnaires with five-point rating scales were used. A composite Real Importance Index (RII) was developed to integrate adoption levels with perceived strategic relevance.
Results: Demand-side ECR tools and Efficient Replenishment showed universal adoption and high strategic importance, whereas Efficient Administration (EA) lagged, revealing the EA Paradox.
Implications and recommendations: Retail managers should elevate Efficient Administration (EA) via task forces, digital standardisation (EDI/API), and RII-based monitoring; future research should apply the RII longitudinally.
Originality/value: The article provides first empirical evidence of the EA Paradox in non-grocery omni-channel-retail and introduces the RII as a replicable diagnostic tool.
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Copyright (c) 2026 Rafael Heinrich Czekalla
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Accepted 2026-06-26
Published 2026-07-30
