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.
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Vrije Univ Amsterdam, Fac Sci, Amsterdam, Netherlands
Univ Paris Saclay, CEA CNRS UVSQ, LSCE, IPSL, Gif Sur Yvette, FranceVrije Univ Amsterdam, Fac Sci, Amsterdam, Netherlands
Luyssaert, Sebastiaan
Marie, Guillaume
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Vrije Univ Amsterdam, Fac Sci, Amsterdam, NetherlandsVrije Univ Amsterdam, Fac Sci, Amsterdam, Netherlands
Marie, Guillaume
Valade, Aude
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IPSL, Paris, France
Global Ecol Unit CREAF UAB, Cerdanyola Del Valles, SpainVrije Univ Amsterdam, Fac Sci, Amsterdam, Netherlands
Valade, Aude
Chen, Yi-Ying
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Univ Paris Saclay, CEA CNRS UVSQ, LSCE, IPSL, Gif Sur Yvette, France
Acad Sinica, RCEC, Taipei, TaiwanVrije Univ Amsterdam, Fac Sci, Amsterdam, Netherlands
Chen, Yi-Ying
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Djomo, Sylvestre Njakou
Ryder, James
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Univ Paris Saclay, CEA CNRS UVSQ, LSCE, IPSL, Gif Sur Yvette, France
Natl Phys Lab, London, EnglandVrije Univ Amsterdam, Fac Sci, Amsterdam, Netherlands
Ryder, James
Otto, Juliane
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Univ Paris Saclay, CEA CNRS UVSQ, LSCE, IPSL, Gif Sur Yvette, France
HZG, Climate Serv Ctr Germany GERICS, Hamburg, GermanyVrije Univ Amsterdam, Fac Sci, Amsterdam, Netherlands
Otto, Juliane
Naudts, Kim
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Univ Paris Saclay, CEA CNRS UVSQ, LSCE, IPSL, Gif Sur Yvette, France
Max Planck Inst Meteorol, Hamburg, GermanyVrije Univ Amsterdam, Fac Sci, Amsterdam, Netherlands
Naudts, Kim
Lanso, Anne Sofie
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Univ Paris Saclay, CEA CNRS UVSQ, LSCE, IPSL, Gif Sur Yvette, FranceVrije Univ Amsterdam, Fac Sci, Amsterdam, Netherlands
Lanso, Anne Sofie
Ghattas, Josefine
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IPSL, Paris, FranceVrije Univ Amsterdam, Fac Sci, Amsterdam, Netherlands
Ghattas, Josefine
McGrath, Matthew J.
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Univ Paris Saclay, CEA CNRS UVSQ, LSCE, IPSL, Gif Sur Yvette, FranceVrije Univ Amsterdam, Fac Sci, Amsterdam, Netherlands