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Visualizing critical objectives in omnichannel management through mental models: The application of an assortment Integration context

Cakir, Gültekin orcid logoORCID: 0000-0001-9715-7167, Bezbradica, Marija orcid logoORCID: 0000-0001-9366-5113 and Helfert, Markus orcid logoORCID: 0000-0001-6546-6408 (2022) Visualizing critical objectives in omnichannel management through mental models: The application of an assortment Integration context. In: International Conference on Computer-Human Interaction Research and Applications (CHIRA 2020), 5-6 Nov 2020, Computer-Human Interaction Research and Applications. ISBN 978-3-031-22014-2

Channel Integration is a crucial task for retailers in order to generate a seamless customer experience. This is particularly the case for assortments. Customers expect an identical assortment along all channels or customer confusion can occur, potentially leading to purchase abandonment or postponement and thus to losses in sales. Mental models can help to simplify complex systems and behaviour and can support managers in decision-making processes. This paper builds on a mental model approach to visualize the dynamics and trade-offs of the three critical objectives in omnichannel assortment management: assortment integration, customer confusion reduction, and purchase postponement/abandonment reduction, to assist retailers in decision-making through the depiction of different scenarios and objective achievements. Recommendations for actions are provided for each scenario eventually helping retail managers in improving understanding and decision-making for omnichannel assortment decisions.
Item Type:Conference or Workshop Item (Paper)
Event Type:Conference
Uncontrolled Keywords:Omnichannel management; Mental models; Assortment integration; Channel integration; Customer experience
DCU Faculties and Centres:DCU Faculties and Schools > Faculty of Engineering and Computing > School of Computing
Published in: Computer-Human Interaction Research and Applications CHIRA 2022. Communications in Computer and Information Science (CCIS) 1609. Springer. ISBN 978-3-031-22014-2
Official URL:https://doi.org/10.1007/978-3-031-22015-9_8
Copyright Information:© 2022 The Authors.
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 and co-funded under the European Regional Development Fund through the Southern & Eastern Regional Operational Programme to Lero –the Irish Software Research Centre
ID Code:28122
Deposited On:06 Mar 2023 15:25 by Thomas Murtagh . Last Modified 06 Mar 2023 15:25

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