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Abstract
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| 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. | |
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International
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Si |
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Congress
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8th global Innovation and knowledge academy (GIKA) Conference |
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960 |
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Place
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Valencia (Spain) |
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Reviewers
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Si |
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ISBN/ISSN
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978-84-09-00253-5 |
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Start Date
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25/06/2018 |
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End Date
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27/06/2018 |
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From page
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1 |
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To page
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33 |
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8th global Innovation and knowledge academy (GIKA) Conference Digital Transformations and Value Creation in International Markets |