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Toward a three-dimensional framework for omni-channel

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  • Saghiri, Soroosh
  • Wilding, Richard
  • Mena, Carlos
  • Bourlakis, Michael

Abstract

The omni-channel, as an emerging trend in retail, aims to coordinate processes and technologies across supply and sales channels. The evolution of this concept is still nascent. This paper develops a conceptual framework for omni-channel systems, configured by three dimensions of channel stage, channel type and channel agent. Integration and visibility are also explored and discussed as the main enablers, which support the implementation of omni-channel framework.

Suggested Citation

  • Saghiri, Soroosh & Wilding, Richard & Mena, Carlos & Bourlakis, Michael, 2017. "Toward a three-dimensional framework for omni-channel," Journal of Business Research, Elsevier, vol. 77(C), pages 53-67.
  • Handle: RePEc:eee:jbrese:v:77:y:2017:i:c:p:53-67
    DOI: 10.1016/j.jbusres.2017.03.025
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    2. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    3. Bijmolt, Tammo H.A. & Broekhuis, Manda & de Leeuw, Sander & Hirche, Christian & Rooderkerk, Robert P. & Sousa, Rui & Zhu, Stuart X., 2021. "Challenges at the marketing–operations interface in omni-channel retail environments," Journal of Business Research, Elsevier, vol. 122(C), pages 864-874.
    4. Ellinger, Alexander E. & Naidoo, Jeffrey & Ellinger, Andrea D. & Filips, Karli & Herrin, Gregory D., 2020. "Applying blue ocean strategy to hire and assimilate workers with disabilities into distribution centers," Business Horizons, Elsevier, vol. 63(3), pages 339-350.
    5. Park, Joonyong & Kim, Renee B., 2018. "A new approach to segmenting multichannel shoppers in Korea and the U.S," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 163-178.
    6. Broekhuizen, T.L.J. & Emrich, O. & Gijsenberg, M.J. & Broekhuis, M. & Donkers, B. & Sloot, L.M., 2021. "Digital platform openness: Drivers, dimensions and outcomes," Journal of Business Research, Elsevier, vol. 122(C), pages 902-914.
    7. Jin, Ming & Li, Gang & Cheng, T.C.E., 2018. "Buy online and pick up in-store: Design of the service area," European Journal of Operational Research, Elsevier, vol. 268(2), pages 613-623.
    8. Tagashira, Takumi & Minami, Chieko, 2019. "The Effect of Cross-Channel Integration on Cost Efficiency," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 68-83.
    9. Rangaswamy, Arvind & Moch, Nicole & Felten, Claudio & van Bruggen, Gerrit & Wieringa, Jaap E. & Wirtz, Jochen, 2020. "The Role of Marketing in Digital Business Platforms," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 72-90.
    10. Madsen, Signe Mørk & Petermans, Ann, 2020. "Exploring the system of digitised retail design—flattening the ontology," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
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    14. 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.

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