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.


    Access

    Access via TIB


    Export, share and cite



    Title :

    Omnichannel Business


    Contributors:

    Published in:

    Publication date :

    2022




    Type of media :

    Article (Journal)


    Type of material :

    Electronic Resource


    Language :

    English



    Classification :

    BKL:    83.72 Verkehrswirtschaft / 85.40 Marketing



    Omnichannel facility location and fulfillment optimization

    Lin, Yun Hui / Wang, Yuan / Lee, Loo Hay et al. | Elsevier | 2022


    Rapid fulfillment of online orders in omnichannel grocery retailing

    Christian Dethlefs / Manuel Ostermeier / Alexander Hübner | DOAJ | 2022

    Free access

    City logistics in an omnichannel environment. The case of Brussels

    Buldeo Rai, Heleen / Verlinde, Sara / Macharis, Cathy | Elsevier | 2019


    On-demand last-mile distribution network design with omnichannel inventory

    Snoeck, André / Winkenbach, Matthias / Fransoo, Jan C. | Elsevier | 2023