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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.

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21-Digital

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Dec 12th, 12:00 AM

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.

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