Challenges at the marketing–operations interface in omni-channel retail environments

Bijmolt, Tammo H. A.; Broekhuis, Manda; Leeuw, Sander de; Hirche, Christian; Rooderkerk, Robert P.; Sousa, Rui; Zhu, Stuart X.

doi:10.1016/j.jbusres.2019.11.034

Cited by 119 publications

(97 citation statements)

References 68 publications

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“…Features integrated into IoT devices, such as voice commands and voice recognition, may satisfy these desires, while simultaneously encouraging consumers to think of their devices (e.g., smart watch, smartphone, home kit) as friends rather than mere tools ( Hsiao and Chen, 2018 ). Companies can also use digital marketing tools to refine and emphasize the customer journey ( Bijmolt et al, 2019 ). For instance: Thanks to IoT devices, consumers now have a direct line with companies.…”

Section: Discussionmentioning

confidence: 99%

Internet of Things and Big Data as enablers for business digitalization strategies

et al. 2020

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Section: Discussionmentioning

confidence: 99%

Internet of Things and Big Data as enablers for business digitalization strategies

et al. 2020

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“…Realising an omnichannel approach implies the ability to integrate and align all existing channels (Bijmolt et al, 2019;Zentes et al, 2016;Rigby, 2011). Channel integration is defined as the degree to which different channels interact with each other (Herhausen et al, 2015;Bendoly et al, 2005) in order to provide a seamless customer experience.…”

Section: Omnichannel Retailing and Tradeoffs In Objectivesmentioning

confidence: 99%

“…However, for retailers, providing a seamless customer experience across all channels represents still a huge challenge (Hosseini et al, 2018). Channel integration is key to achieve omnichannel retailing and seamless transition across channels (Bijmolt et al, 2019). Following an omnichannel approach can be beneficial as studies show that channel integration is positively related to retail performance (Pauwels & Neslin, 2015;Cao & Li, 2015)once realised.…”

Section: Introductionmentioning

confidence: 99%

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

Cakir

2020

Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications

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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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“…Actualmente toda actividad empresarial conlleva una función o actividad venta más o menos compleja, utilizándose profusamente el término Marketing, una disciplina relativamente joven, que contribuye a minimizar las incertidumbres del actual dinámico entorno. Las estrategias realmente tendrán un impacto cuando no sólo consideran las metas del mercadeo (la demanda de aumento), se deben incluir además la eficacia del servicio brindado y cómo llevarlo al cliente (Bijmolt et al, 2019).…”

Section: Fundamentación Teóricaunclassified

“…Emprendedor es aquella persona o entidad con ideas innovadoras que desarrolla y comercializa en el mercado, percibe una oportunidad y crea un nuevo negocio (Candemir y Zalluhoğlu, 2013;Bijmolt et al, 2019). Es una figura necesaria en el desarrollo económico y social de una región y se encuentra ligado a la orientación emprendedora.…”

Section: Fundamentación Teóricaunclassified

Comportamiento de la gestión de ventas en empresas emprededoras del municipio Sancti Spiritus, Cuba

Gómez¹,

Araque²,

Nieves³

2020

Tendencias en La Investigación Universitaria. Una Visión Desde Latinoamérica. Volumen XII

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El sector no estatal cubano hoy en día se encuentra entre las principales fuentes emergentes de la economía, de allí la importancia que reviste aumentar de forma significativa la calidad de la gestión de venta presente en las pequeñas empresas nacientes, como elemento determinante para que los emprendedores de nuevos negocios obtengan una mayor sensibilidad hacia las percepciones de los clientes y el valor de la oferta, variables imprescindibles para incrementar las tasas de éxito de estas organizaciones. La presente investigación tiene como objetivo evaluar la gestión de ventas en empresas emprendedoras del municipio de Sancti Spiritus, Cuba, para contribuir a elevar la satisfacción de los clientes.El estudio toma como muestra dos empresas, GRAFICENTRO y el restaurante ¨Piratas del Caribe¨. Para su realización se adoptó como metodología la toma de decisiones multicriterio, con una orientación cuantitativa y se aplicó el índice decalidad de la gestión de ventas. Se utilizaron métodos y técnicas como: observación directa, entrevista, entropía y AHD de Saaty, a través de los cuales se pudieron identificar los problemas existentes para derivar las posibles soluciones y se perfeccionó la satisfacción al cliente.

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Challenges at the marketing–operations interface in omni-channel retail environments

Cited by 119 publications

References 68 publications

Internet of Things and Big Data as enablers for business digitalization strategies

Internet of Things and Big Data as enablers for business digitalization strategies

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

Comportamiento de la gestión de ventas en empresas emprededoras del municipio Sancti Spiritus, Cuba

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