Visualizing critical objectives in omnichannel
management through mental models: The
application of an assortment Integration
context
Cakir, GültekinORCID: 0000-0001-9715-7167, Bezbradica, MarijaORCID: 0000-0001-9366-5113 and Helfert, MarkusORCID: 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.
Computer-Human Interaction Research and Applications CHIRA 2022. Communications in Computer and Information Science (CCIS)
1609.
Springer. ISBN 978-3-031-22014-2
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