Omni-Channel Retail Capabilities : An Information Systems Perspective

Titelangaben

Hosseini, Sabiölla ; Röglinger, Maximilian ; Schmied, Fabian:
Omni-Channel Retail Capabilities : An Information Systems Perspective.
In: Proceedings of the 38th International Conference on Information Systems (ICIS). - Seoul, South Korea , 2017
ISBN 978-1-5108-5369-0

Volltext

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Abstract

Emerging technologies enable customers to define by themselves through which channels they would like to interact with retailers. These technologies also enable retailers to emancipate from traditional chan-nels, to offer services anytime and anywhere, and eventually to evolve into omni-channel retailers. In fact, most interactions between customers and retailers are enabled by information technology. Nevertheless, many retailers struggle with identifying and implementing IS capabilities that help meet customers’ in-teraction preferences in omni-channel environments. Despite this strong practical need, there is little guidance in the academic literature. To address this research gap, we present a framework of IS capabili-ties for omni-channel retail. Exploratory in nature, the framework is grounded on a structured review of the academic literature, practitioner publications, and an online survey involving global retailing ex-perts. Comprising twelve operational IS capabilities, our framework is an initial attempt to structure the field of omni-channel IS capabilities.