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

Vahid Mirzabeiki, Soroosh Saghiri

Research output: Contribution to journalArticle

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.
Original languageEnglish
Pages (from-to)1-11
Number of pages11
JournalJournal of Business Research
Volume110
Early online date5 Jan 2020
DOIs
Publication statusE-pub ahead of print - 5 Jan 2020

Fingerprint

Data integration
Buyers
Food
Enablers
Focus groups
Data management
Multiple case study
Retailers
Information systems
Logistics service providers

Keywords

  • Barriers
  • Data management
  • Enablers
  • Integration
  • Omni-channel

ASJC Scopus subject areas

  • Marketing

Cite this

From ambition to action: How to achieve integration in omni-channel? / Mirzabeiki, Vahid; Saghiri, Soroosh.

In: Journal of Business Research, Vol. 110, 03.2020, p. 1-11.

Research output: Contribution to journalArticle

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