Loading...
Paper Number
1406
Paper Type
Short
Description
Brick-and-mortar (B&M) firms are increasingly required to provide a seamless omnichannel experience for customers across channels. However, when integrating online and offline channels to provide seamless omni-experiences, B&M firms often face challenges in effectively orchestrating their scarce assets between these competing channels. Therefore, we ask, "How to manage channel conflicts to achieve a consistent omnichannel experience." We adopted a resource orchestration perspective as a theoretical sense-making lens to address our question, based on a case study of successful omnichannel integration at a leading B&M firm in Asia. We found that B&M firms can achieve omnichannel consistency by structuring centralized leadership resource and centralized IT resource; bundling these resources to create sustainable competitive collaboration capability; and leveraging this capability to achieve omnichannel consistency. Our study contributes to omnichannel integration literature and provides practical guidelines to B&M managers for a successful omnichannel implementation.
Recommended Citation
Hoang, Ton Nu Huong Giang; Chan, Calvin; and Teo, Hock-Hai, "Achieving Omnichannel Implementation: A Resource Orchestration Analysis" (2022). ICIS 2022 Proceedings. 2.
https://aisel.aisnet.org/icis2022/digital_commerce/digital_commerce/2
Achieving Omnichannel Implementation: A Resource Orchestration Analysis
Brick-and-mortar (B&M) firms are increasingly required to provide a seamless omnichannel experience for customers across channels. However, when integrating online and offline channels to provide seamless omni-experiences, B&M firms often face challenges in effectively orchestrating their scarce assets between these competing channels. Therefore, we ask, "How to manage channel conflicts to achieve a consistent omnichannel experience." We adopted a resource orchestration perspective as a theoretical sense-making lens to address our question, based on a case study of successful omnichannel integration at a leading B&M firm in Asia. We found that B&M firms can achieve omnichannel consistency by structuring centralized leadership resource and centralized IT resource; bundling these resources to create sustainable competitive collaboration capability; and leveraging this capability to achieve omnichannel consistency. Our study contributes to omnichannel integration literature and provides practical guidelines to B&M managers for a successful omnichannel implementation.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.
Comments
21-Digital