Towards Omnichannel retailing

Cuthbertson, Richard and Piotrowicz, Wojciech (2014) Towards Omnichannel retailing. International Journal of Electronic Commerce, 18 (4). pp. 5-16.


This introductory paper presents the main issues related to the technology role and its implementation in the retail sector. The main trends and themes were identified during the focus group discussion, which took place during both events. The findings suggest that the following areas are considered to be important by both academics and practitioners:
• channel integration
• impact of mobile technologies
• influential role of social media
• changing role of the physical brick-and-mortar store
• diversity in customer requirements
• balance between personalization and privacy
• need for supply chain redesign
This paper is structured as follows: first, the growth of the omnichannel, driven by technology development and changes in customer requirements, is overviewed; then, the focus groups and their composition are presented; this is followed by the main issues identified during both events; then, the papers included in the Special Issue are mapped against the framework developed; and finally the papers are introduced.

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: 09 Aug 2017 14:09
Funders: N/A

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