Omnichannel value chain: mapping digital technologies for channel integration activities
Iftikhar, Rehan, Pourzolfaghar, ZohrehORCID: 0000-0001-8282-7260 and Helfert, MarkusORCID: 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.
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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
Rehan Iftikhar
. Last Modified 22 Jan 2020 16:48