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Purpose – This study aims to gain a clearer understanding of digital channel design. The emergence of new technologies has revolutionised the way companies interact and engage with customers. The driver for this research was the suggestion that practitioners feel they do not possess the skills to understand and exploit new digital channel opportunities. To gain a clearer understanding of digital channel design, this paper addresses the research question: What digital channels do companies from a wide range of industries and sectors use? Design/methodology/approach – A content analysis of 100 international companies was conducted with multiple data sources to form a typology of digital “touchpoints”. The appropriateness of a digital channel typology for this study was for developing rigorous and useful concepts for clarifying and refining the meaning of digital channels. Findings – This study identifies what digital channels companies globally currently employ and explores the related needs across industries. A total of 34 digital touchpoints and 4 typologies of digital channels were identified across 16 industries. This research helps to identify the relationship between digital channels and enabling the connections with industry. Research limitations/implications – The findings contribute to the growing research area of digital channels. The typology of digital channels is a useful starting point for developing a systematic, theory-based study for enabling the development of broader, comprehensive theories of digital channels. Practical implications – Typologies and touchpoints are outlined in relation to industry, company objectives and customer needs to allow businesses to seize opportunities and optimise performance through individual touchpoints. A digital channel model as a key outcome of this research guides practitioners on what touchpoint to implement through an interrelated understanding of industry, company and customer needs. Originality/value – This is the first paper to explore a range of industries in relation to their use of digital channels using a unique content analysis. Contributions include clarifying and refining digital channel meaning; identifying and refining the hierarchical relations among digital channels (typologies); and establishing typology and industry relationship model.

The advent of design thinking as a tool for innovation has led to its adoption in a range of organizations. While proponents of design thinking continue to focus on the principles and practices of their method, little is known on the organizational conditions required for design thinking to attain a long-term impact. This article explores seven empirical case studies to identify the conditions required in organizations seeking to integrate design. It identifies four conditions—strategic vision, facilities, cultural capital, and directives—and examines their relationships.

Purpose – The purpose of this paper is to investigate how companies can design digital channels to evoke desired emotions. Design/methodology/approach – The successful business case of retailer Burberry has been examined to understand the strategy and customer engagement of digital channels implemented by decoding the emotional intensions. Findings – Results illustrate that the ability to create engaging interactions via digital channels with customers has a significant impact on growth, revenue and brand advocacy. Findings from this study provide a new empirical support for the proposition that emotions can be utilised to guide company digital strategy for building digital channel relationships with customers. Originality/value – This is the first study to examine the relationship between digital channels, emotion and customer responses to digital engagements. The inclusion of an emerging theory model is outlined to explain the successful process of reformulating business strategy through a dynamic and creative process of intersecting emotion, strategy and digital channels.

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