Abstract
Firstly, this chapter presented reasons why firms should implement omni-channel strategies. Secondly, this chapter provided a framework of an omni-channel system. An omni-channel system needs to increase channel visibility and channel integration. This chapter detailed channel integration encompassing channel types, channel agents, and channel stages. Thirdly, this chapter discussed three major stumbling blocks on the journey to omni-channel. Fourthly, this chapter categorized channel conflicts and offered contingent solutions for each type of channel conflict. Lastly, SoLoMo represents three dominant vehicles to integrate various channels. This chapter shed light on how companies should devise their omni-channel strategy by SoLoMo.
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- 1.
This section is adapted from Criteo, ‘Why Omni-channel is So Hot Right Now’, 7 Criteo.com, 10 April 2017; Chen et al. (2018).
- 2.
This section is adapted from: Saghiri et al. (2017).
- 3.
Saghiri et al. (2017) used a multi-case study to construct and validate this framework’s three dimensions. In their case study, it found that no cases (Amazon, Argos, John Lewis, Ocado, Tesco, Westbridge furniture, Wren) can be the same as this framework.
- 4.
This section is adapted from Lewis et al. (2014).
- 5.
For a more extensive discussion of channel conflicts, see Bucklin et al. (1997).
- 6.
See Pondy (1967).
- 7.
This section is adapted from: Yumurtacı Hüseyinoğlu et al. (2017).
References
Bucklin, C., Thomas-Graham, P., & Webster, E. (1997). Channel conflict: When is it dangerous? McKinsey Quarterly, 3, 36–43.
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Pondy, L. R. (1967). Organizational conflict: Concepts and models. Administrative Science Quarterly, 12, 296–320.
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Yumurtacı Hüseyinoğlu, I. Ö., Galipoğlu, E., & Kotzab, H. (2017). Social, local and mobile commerce practices in omni-channel retailing: Insights from Germany and Turkey. International Journal of Retail & Distribution Management, 45(7/8), 711–729.
Further Reading
Chen, Y., Cheung, C. M., & Tan, C. W. (2018). Omnichannel business research: Opportunities and challenges. Decision Support System, 109, 1–4.
Lewis, J., Whysall, P., & Foster, C. (2014). Drivers and technology-related obstacles in moving to multichannel retailing. International Journal of Electronic Commerce, 18(4), 43–68.
Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77, 53–67.
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Jelassi, T., Martínez-López, F.J. (2020). Unifying Channels to Reach Customers: Omni-Channel Strategies. In: Strategies for e-Business. Classroom Companion: Business. Springer, Cham. https://doi.org/10.1007/978-3-030-48950-2_15
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DOI: https://doi.org/10.1007/978-3-030-48950-2_15
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