Omnichannel value chain: Mapping digital technologies for channel integration activities

Abstract

To provide a seamless customer experience across different channels, researchers and practitioners have proposed the creation of an omnichannel retailing environment by integrating online and offline retail channels. However, retailers are struggling with the selection and implementation of suitable technologies to add value through channel integration. Despite the strong practical need, this issue has not been effectively addressed in the academic literature. This paper introduces an omnichannel value chain model underpinned by Porter’s value chain and presents ten channel integration activities for value creation by carrying out a comprehensive synthesis of current research on omnichannel retailing. We also identify the technology related challenges faced by retailers in the execution of these channel integrating activities drawing upon a case study with an Irish retailer. Enabling digital technologies are then mapped to these activities that provide a guideline for retailers to select appropriate technologies for the value creation activities.