Hummel's Digital Transformation Toward Omnichannel Retailing: Key Lessons Learned

Rina Hansen, Siew Kien Sia

    Research output: Contribution to journalJournal articleResearchpeer-review


    With the phenomenal growth of mobile and social media, many organizations are realizing they need an online presence to reach out to digitally savvy customers. But delivering a seamless customer experience across various online and offline channels is increasingly challenging. This article describes how Hummel, a European sports fashion company, overcame the challenges and successfully transitioned toward omnichannel retailing. Based on this case, we provide insights to guide organizations with similar ambitions, and the implications for their CIOs.
    Original languageEnglish
    JournalM I S Quarterly Executive
    Issue number2
    Pages (from-to)51-66
    Number of pages16
    Publication statusPublished - 2015

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