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Omnichannel Business

Author

Listed:
  • Christiane Lehrer

    (Copenhagen Business School)

  • Manuel Trenz

    (Georg-August-Universität Göttingen)

Abstract

The widespread diffusion of digital technologies along with evolving consumer behaviors and requirements have fostered the emergence of omnichannel businesses, i.e., firms that can exploit integrated processes and information systems to realize a seamless and consistent consumer experience across a plenitude of digital and physical channels. To date, omnichannel research has been cluttered and characterized by significant terminological ambiguity that creates unnecessary challenges for researchers and markeeters trying to navigate and advance research and practice in this area. This fundamentals article seeks to address this problem by presenting a definition of omnichannel business that is grounded in its unique characteristics involving technology, organizational, and market perspectives and clearly distinguishes omnichannel from other terms, such as multi-channel or cross-channel. We leverage this conceptual clarity to analyze and structure the previous research on omnichannel business and conclude with an integrated framework that signifies fields of interest for future omnichannel business research.

Suggested Citation

  • Christiane Lehrer & Manuel Trenz, 2022. "Omnichannel Business," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 687-699, June.
    • Handle: RePEc:spr:elmark:v:32:y:2022:i:2:d:10.1007_s12525-021-00511-1
    DOI: 10.1007/s12525-021-00511-1
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    References listed on IDEAS

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    Cited by:

    1. Sergio Barta & Raquel Gurrea & Carlos Flavián, 2023. "Telepresence in live-stream shopping: An experimental study comparing Instagram and the metaverse," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    2. Rainer Alt, 2022. "Electronic Markets on platform transformation," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 401-409, June.

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    More about this item

    Keywords

    Omnichannel business; Omnichannel commerce; Multichannel business; E-commerce; Channel choice; Cross-channel;
    All these keywords.

    JEL classification:

    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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