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Omnichannel value chain: mapping digital technologies for channel integration activities

Iftikhar, Rehan, Pourzolfaghar, Zohreh orcid logoORCID: 0000-0001-8282-7260 and Helfert, Markus orcid logoORCID: 0000-0001-6546-6408 (2019) Omnichannel value chain: mapping digital technologies for channel integration activities. In: Information Systems Development: Information Systems Beyond 2020, 28-30 Aug 2019, Toulon, France.

In order to provide a seamless customer experience, researchers and practitioners have proposed creation of an omnichannel retailing environment by integrating online and offline channels. Channel integration necessitates use of digital technologies and there are myriads of technological solutions available. However, retailers are struggling with selection and implementation of suitable technologies to add value through channel integration. Despite the strong practical need, this issue has not been effectively addressed in the academic literature. This paper presents an omnichannel value chain underpinned by Porter’s value chain model. We identify ten channel integration activities for value creation by carrying out a synthesis of current research on omnichannel retailing. Enabling digital technologies are then mapped to these activities using technology implementation examples and provide a guideline for retailers to select appropriate technologies for the identified value creation activities.
Item Type:Conference or Workshop Item (Paper)
Event Type:Conference
Subjects:Business > Assistive computer technology
Business > Commerce
Business > Marketing
Computer Science > Information technology
DCU Faculties and Centres:DCU Faculties and Schools > Faculty of Engineering and Computing > School of Computing
Published in: Information Systems Development: Information Systems Beyond 2020 (ISD2019 Proceedings). . Association Management Software.
Publisher:Association Management Software
Official URL:https://aisel.aisnet.org/isd2014/proceedings2019/C...
Copyright Information:© 2019 AISeL
Use License:This item is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 3.0 License. View License
Funders:European Union’s Horizon 2020 research and innovation programme under the Marie Skłodowska-Curie grant agreement No. 765395, Science Foundation Ireland grant 13/RC/2094.
ID Code:24166
Deposited On:22 Jan 2020 16:48 by Dr Rehan Iftikhar . Last Modified 22 Jan 2020 16:48

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