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

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