Channel Integration Towards Omnichannel Management: A Literature Review

Tobias Mirsch, Christiane Lehrer, Reinhard Jung

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


The evolution of technology and the constant digitalisation strongly influence how consumers behave, how markets develop, and how companies and consumers interact. By offering many channels, companies attempt to react to these developments. In recent years, researchers as well as practitioners have proposed omnichannel management as the best approach to offer several channels. An omnichannel strategy enables consumers to use channels seamlessly and interchangeably and experience the channels uniquely. However, reality looks different: many channel management approaches coexist in practice, and in research, terms to describe different concepts are used without clear distinctions. This paper seeks to eliminate ambiguities regarding the term omnichannel management. By delimiting the term from related approaches and understanding current topics discussed by omnichannel management research, this paper creates a common basis from which to fully understand the concept. Omnichannel management has shown relevance in many areas, but particularly in retailing, marketing, and information systems (IS) research. IS plays an important role in the implementation of the omnichannel approach because obstacles are often technology-related and companies are strongly dependent on information technology (IT). To move research on omnichannel management forward, this paper proposes directions for further research.
Original languageEnglish
Title of host publicationPACIS 2016 Proceedings
EditorsPatrick Y.K. Chau, She-I Chang
Number of pages17
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2016
Article number288
ISBN (Print)9789860491029
ISBN (Electronic)9789860491029
Publication statusPublished - 2016
Externally publishedYes
EventThe 20th Pacific Asia Conference on Information Systems. PACIS 2016 - Chiayi, Taiwan, Province of China
Duration: 27 Jun 20161 Jul 2016
Conference number: 20


ConferenceThe 20th Pacific Asia Conference on Information Systems. PACIS 2016
CountryTaiwan, Province of China
Internet address


  • Information privacy
  • Laddering
  • Privacy-related decision-making
  • Wearables

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