Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
Measuring channel integration of fashion and apparel retailers
Year:2018
Research Areas
  • Electronic trade,
  • Business organisation
Information
Abstract
Omni-channel strategies involve channel integration to provide consumers with a seamless experience across all available channels. Despite the increasing interest in omni-channel operation both in academia and business contexts, the understanding and knowledge about the elements of channel integration is still limited. Furthermore, at this moment there are no instruments that facilitate measurement of the level of channel integration, as well as of information about which indicators to use when measuring that level. This study addresses this gap by defining a systematic set of indications to measure the level of channel integration and categorizes the indicators in six different areas ?customer touchpoints, channel consistency, integrated promotion, integrated access to information, integrated fulfillment, and integrated customer service? along the whole shopping process. The study further tests the measurement instrument with a sample of 22 fashion and clothing and apparel retailers operating in Spain. The proposed measures and the results from this study will help establishing the basis for the application of the measurement instrument in different contexts and, in last instance, will help companies to improve their omni-channel strategies.
International
Si
Congress
8th global Innovation and knowledge academy (GIKA) Conference
960
Place
Valencia (Spain)
Reviewers
Si
ISBN/ISSN
978-84-09-00253-5
Start Date
25/06/2018
End Date
27/06/2018
From page
1
To page
33
8th global Innovation and knowledge academy (GIKA) Conference Digital Transformations and Value Creation in International Markets
Participants
  • Autor: Emiliano Acquila Natale (UPM)
  • Autor: Jose Julian Chaparro Pelaez (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
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