Visualising Trade-offs of Objectives in Omnichannel Management: A Mental Model Approach

被引:3
|
作者
Cakir, Gultekin [1 ]
机构
[1] Maynooth Univ, Sch Business, Innovat Value Inst, Maynooth, Kildare, Ireland
基金
欧盟地平线“2020”; 爱尔兰科学基金会;
关键词
Omnichannel Management; Mental Models; Trade-offs; Channel Integration; Visualisation; Customer Experience; INFORMATION-TECHNOLOGY; SPECIAL-ISSUE; OMNI-CHANNEL; CUSTOMER; INTEGRATION; RETAIL;
D O I
10.5220/0010214002910298
中图分类号
TP3 [计算技术、计算机技术];
学科分类号
0812 ;
摘要
The retail industry is undergoing a major transformation process and retailers struggle in implementing a sustainable omnichannel strategy. For retailers, it is of crucial importance to achieve channel integration in order to generate a seamless customer experience. At the same time, balancing profitability while undergoing transition into omnichannel retailing poses a major challenge for many retail managers. These trade-offs can increase complexity and additional difficulties in decision-making. Mental models help to understand complex systems and behaviour and can support managers in decision-making processes. This paper proposes early work and an initial concept of a mental model arranging three critical objectives in omnichannel management: channel integration, customer experience generation, and economic value creation. Through a Venn Diagram approach, the relations between the objectives along with various scenarios of their achievements are illustrated, representing different states a retailer can undergo while following a transition towards omnichannel. Recommendations for actions are outlined for each scenario which can help retail managers to mentally depict dynamic relationships between objectives.
引用
收藏
页码:291 / 298
页数:8
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