Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing

Cuthbertson, Richard and Piotrowicz, Wojciech (2014) Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing. International Journal of Electronic Commerce, 18 (4). pp. 5-16.

Abstract

The increased deployment of new technologies such as smart mobile devices and social networks and the growing importance of in-store technological solutions create new opportunities and challenges for retailers. As the line between online and physical channels is blurred, a new approach to channel integration is emerging—the omnichannel, which aims to deliver a seamless customer experience regardless of the channel. This introduction presents the results of focus group discussions on the role of information technology in retail, new business models, and the future role of traditional stores as e-commerce advances. Key issues that emerged from the discussion include the need for channel integration, the impact of mobile technologies, the growing role of social media, the changing role of physical brick-and-mortar stores, the need to respond to diverse customer requirements, the balance between personalization and privacy, and, finally, supply chain redesign. The four papers in this Special Issue explore these themes further.

Item Type: Article
Keywords: cross-channel, e-tail, in-store retail, mobile sales, multichan- nel, online selling, social net works, supply chain.
Subject(s): Operations management
Date Deposited: 09 Aug 2017 09:12
Date of author-version deposit: 2014
Last Modified: 08 Nov 2018 12:21
Funders: N/A
URI: http://eureka.sbs.ox.ac.uk/id/eprint/6448

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