Benchmark Study on Omni-Channel Integration – Capability Scale Development Based on Internal and External Dimensions

36 Pages Posted: 7 Jul 2019

See all articles by Dennis Schmitz

Dennis Schmitz

WHU - Otto Beisheim School of Management

Arnd Huchzermeier

WHU - Otto Beisheim School of Management

Date Written: March 3, 2018

Abstract

Brick-and-mortar retailers are nowadays confronted with increased customer expectations and competitive pressure from online pure players. While omni-channel retailing may present exceptional growth opportunities, accompanying significant invest- ments and further complexity in channel integration pose unprecedented challenges. This article 1 is the first to promote a comprehensive framework on the multi-dimensionality of omni-channel integration. Moreover, we propose an objectified measurement scale to as- sess a retailer’s omni-channel capability as prevailing measures solely feature a macro view or are externally-focused. We find growing revenues and meeting customer expectations to be drivers of omni-channel engagement. Consolidating the IT infrastructure alongside overcoming organizational issues are discovered as dominant impediments. Furthermore, the study takes a micro view on the multiple dimensions of omni-channel integration that are clustered into organization, data and infrastructure, processes, and marketing strategy. The findings enable managers to prioritize investment decisions, define a complementary retailing strategy and assess their competitive positioning.

Keywords: Omni-Channel Retailing, Qualitative Content Analysis, Retail Strategy, Omni-Channel Capability Scale, Channel Integration

Suggested Citation

Schmitz, Dennis and Huchzermeier, Arnd, Benchmark Study on Omni-Channel Integration – Capability Scale Development Based on Internal and External Dimensions (March 3, 2018). Available at SSRN: https://ssrn.com/abstract=3411866 or http://dx.doi.org/10.2139/ssrn.3411866

Dennis Schmitz (Contact Author)

WHU - Otto Beisheim School of Management ( email )

Burgplatz 2
Vallendar, 56179
Germany

HOME PAGE: http://https://www.whu.edu/prod

Arnd Huchzermeier

WHU - Otto Beisheim School of Management ( email )

Burgplatz 2
Vallendar, 56179
Germany
+49-261-6509380 (Phone)
+49-261-6509389 (Fax)

HOME PAGE: http://www.whu.edu/prod

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