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Transitions towards omni-channel retailing strategies: a business model perspective
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.). Polytech Univ Milan, Milan, Italy..
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).ORCID iD: 0000-0003-1226-2799
Polytech Univ Milan, Dept Engn Management, Milan, Italy..
Polytech Univ Milan, Dept Engn Management, Milan, Italy..
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2019 (English)In: International Journal of Retail & Distribution Management, ISSN 0959-0552, E-ISSN 1758-6690, Vol. 47, no 2, p. 78-93Article in journal (Refereed) Published
Abstract [en]

Purpose Digitalisation has been identified as a driving force behind retail sector transformation. The purpose of this paper is to provide a deeper understanding of how omni-channel strategies link to the digitalisation phenomenon. The study is explorative in nature and aims to expand existing knowledge by using a business model (BM) perspective. Design/methodology/approach The study uses a qualitative approach. Data collection involved a questionnaire answered by 13 firms from three retail segments (i.e. fashion, consumer electronics and bookstores and media) and a group discussion with senior managers. The data were complemented with information from websites, applications and available online reports. Findings The findings present empirical insights about different strategic and BM approaches to omni-channel retailing and highlight examples of pioneering retailers from the Italian market. The proposed framework consolidates earlier studies and puts forward three dimensions for a successful transition to omni-channel retailing BMs: a seamless customer experience, an integrated analytics system and an effective supply chain and logistics. Originality/value First, this paper applies a BM perspective as a novel approach for analysing a transition to omni-channel retailing. Second, it is based on empirical analysis of three retail segments, which provide new insights into omni-channel strategies in the retailing literature.

Place, publisher, year, edition, pages
EMERALD GROUP PUBLISHING LTD , 2019. Vol. 47, no 2, p. 78-93
Keywords [en]
Italy, Business model, Digitalization, Mobile commerce, Omni-channel, Multi-channel
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kth:diva-249781DOI: 10.1108/IJRDM-08-2018-0176ISI: 000463632100001Scopus ID: 2-s2.0-85063993484OAI: oai:DiVA.org:kth-249781DiVA, id: diva2:1307631
Note

QC 20190429

Available from: 2019-04-29 Created: 2019-04-29 Last updated: 2019-05-14Bibliographically approved

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Arvidsson, Niklas

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