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From ambition to action: How to achieve integration in omni-channel?

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  • Mirzabeiki, Vahid
  • Saghiri, Soroosh Sam

Abstract

The paper aims to identify how companies can enhance their omni-channel activities through improved data management and integration. Multiple case studies of ten leading UK companies are conducted by using multiple sources of data, including interviews, archival documents and expert focus groups. The case companies are manufacturers and retailers in the clothing, food, and Fast-Moving Consumer Goods (FMCG) sectors. A thorough list of challenges in the implementation of omni-channel systems is generated and a number of propositions on enablers and barriers to omni-channel data integration are recommended. Our findings emphasise the importance of automating and standardising data capturing and sharing methods, and centralising data storage among companies and channels, which lead to improved efficiencies. They also indicate that omni-channel systems should be responsive to the choices of customers, and integration of the information systems of logistics service providers and their buyers is crucial in making omni-channels more efficient and consumer-responsive.

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  • Mirzabeiki, Vahid & Saghiri, Soroosh Sam, 2020. "From ambition to action: How to achieve integration in omni-channel?," Journal of Business Research, Elsevier, vol. 110(C), pages 1-11.
    • Handle: RePEc:eee:jbrese:v:110:y:2020:i:c:p:1-11
    DOI: 10.1016/j.jbusres.2019.12.028
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    4. Isadora Gasparin & Luiz Antonio Slongo, 2023. "Omnichannel as a Consumer-Based Marketing Strategy," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 27(Vol. 27 N), pages 220327-2203.
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    7. Pei-Ju Wu, 2023. "O2O switching determinants and successful drivers in omnichannel retailing services," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 771-788, September.
    8. Yue Liu & Guang Song, 2023. "Role of Logistics Integration Capability in Enhancing Performance in Omni-Channel Retailing: Supply Chain Integration as Mediator," Sustainability, MDPI, vol. 15(11), pages 1-22, June.
    9. Cocco, Helen & Demoulin, Nathalie T.M., 2022. "Designing a seamless shopping journey through omnichannel retailer integration," Journal of Business Research, Elsevier, vol. 150(C), pages 461-475.
    10. S, Sreejesh, 2024. "Integrated banking channel service quality (IBCSQ): Role of IBCSQ for building consumers' relationship quality and brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    11. Xie, Chaohong & Chiang, Chung-Yean & Xu, Xianhao & Gong, Yeming, 2023. "The impact of buy-online-and-return-in-store channel integration on online and offline behavioral intentions: The role of offline store," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    12. Kumar, Anil & Naz, Farheen & Luthra, Sunil & Vashistha, Rajat & Kumar, Vikas & Garza-Reyes, Jose Arturo & Chhabra, Deepak, 2023. "Digging DEEP: Futuristic building blocks of omni-channel healthcare supply chains resiliency using machine learning approach," Journal of Business Research, Elsevier, vol. 162(C).
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