Towards an architecture framework for the implementation of omnichannel strategies

Abstract

New technological trends and disruptive technologies are allowing companies from multiple sectors to define and implement omnichannel strategies to provide a better customer experience. The implementation of such strategies consists of supporting marketing and sales activities through interrelated and coherent channels in order to reach target markets. Although this approach has allowed companies to exploit digital technologies to get competitive advantages, its implementation involves harmonizing marketing, sales, delivery and service processes as well as the underlying information and technology infrastructures supporting them for the correct operation of the company. However, as far as we know, there is no approach dealing with the alignment of these different aspects which are at different organisational levels. To deal with this lack, we present in this paper our advances towards an architecture framework to fit business and information and technology aspects related to omnichannel development. The framework is applied to a case study in the educative sector.