Toward a three-dimensional framework for omni-channel
Toward a three-dimensional framework for omni-channel
The omni-channel, as an emerging trend in retail, aims to coordinate processes and technologies across supply and sales channels. The evolution of this concept is still nascent. This paper develops a conceptual framework for omni-channel systems, configured by three dimensions of channel stage, channel type and channel agent. Integration and visibility are also explored and discussed as the main enablers, which support the implementation of omni-channel framework. This research is built upon the empirical and secondary data. Multiple case studies and expert interview methods are employed for data collection to validate the recommended framework and to explore its applicability. The framework proposed, along with the key integration and visibility enablers identified for the omni-channel, can be applied to a wide range of retail supply chains. It helps managers to develop, run and monitor omni-channel systems; it may also serve as a stepping-stone for development of the literature on omni-channel systems.
Channel integration, Channel visibility, Omni-channel, Retail, Supply chain
53-67
Saghiri, Soroosh
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Wilding, Richard
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Mena, Carlos
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Bourlakis, Michael
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August 2017
Saghiri, Soroosh
6bfd600c-bdd1-4dde-9f33-d3f138e85e9d
Wilding, Richard
a318cbdf-a9e2-4708-a570-267e1d161b4a
Mena, Carlos
efe51825-5c9e-4ef5-9e0a-c66bbabc206d
Bourlakis, Michael
8d09b9ff-fc0b-479b-b847-de51f0a08b4a
Saghiri, Soroosh, Wilding, Richard, Mena, Carlos and Bourlakis, Michael
(2017)
Toward a three-dimensional framework for omni-channel.
Journal of Business Research, 77, .
(doi:10.1016/j.jbusres.2017.03.025).
Abstract
The omni-channel, as an emerging trend in retail, aims to coordinate processes and technologies across supply and sales channels. The evolution of this concept is still nascent. This paper develops a conceptual framework for omni-channel systems, configured by three dimensions of channel stage, channel type and channel agent. Integration and visibility are also explored and discussed as the main enablers, which support the implementation of omni-channel framework. This research is built upon the empirical and secondary data. Multiple case studies and expert interview methods are employed for data collection to validate the recommended framework and to explore its applicability. The framework proposed, along with the key integration and visibility enablers identified for the omni-channel, can be applied to a wide range of retail supply chains. It helps managers to develop, run and monitor omni-channel systems; it may also serve as a stepping-stone for development of the literature on omni-channel systems.
Text
Toward a Three-dimensional Framework for Omni-channel
- Accepted Manuscript
More information
Accepted/In Press date: 30 March 2017
Published date: August 2017
Keywords:
Channel integration, Channel visibility, Omni-channel, Retail, Supply chain
Identifiers
Local EPrints ID: 472785
URI: http://eprints.soton.ac.uk/id/eprint/472785
ISSN: 0148-2963
PURE UUID: e6063205-ed0b-4ae4-be35-204df6676c88
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Date deposited: 19 Dec 2022 17:32
Last modified: 17 Mar 2024 07:37
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Contributors
Author:
Soroosh Saghiri
Author:
Richard Wilding
Author:
Carlos Mena
Author:
Michael Bourlakis
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