Omnichannel Business

Christiane Lehrer, Manuel Trenz*

*Corresponding author af dette arbejde

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Abstrakt

The widespread diffusion of digital technologies along with evolving consumer behaviors and requirements have fostered the emergence of omnichannel businesses, i.e., firms that can exploit integrated processes and information systems to realize a seamless and consistent consumer experience across a plenitude of digital and physical channels. To date, omnichannel research has been cluttered and characterized by significant terminological ambiguity that creates unnecessary challenges for researchers and markeeters trying to navigate and advance research and practice in this area. This fundamentals article seeks to address this problem by presenting a definition of omnichannel business that is grounded in its unique characteristics involving technology, organizational, and market perspectives and clearly distinguishes omnichannel from other terms, such as multi-channel or cross-channel. We leverage this conceptual clarity to analyze and structure the previous research on omnichannel business and conclude with an integrated framework that signifies fields of interest for future omnichannel business research.
OriginalsprogEngelsk
TidsskriftElectronic Markets
Vol/bind32
Udgave nummer2
Sider (fra-til)687-699
Antal sider13
ISSN1019-6781
DOI
StatusUdgivet - jun. 2022

Bibliografisk note

Published online: 8 January 2022.

Emneord

  • Omnichannel business
  • Omnichannel commerce
  • Multichannel business
  • E-commerce
  • Channel choice
  • Cross-channel

Citationsformater