Abstract
PurposeThe purpose of this paper is to investigate the omnichannel practices to porpose a conceptual overview to offer guidance on how to handle their inherent complexities.Design/methodology/approachThis study is based on a literature review of more than 100 academics papers about the multichannel practices and omnichannel practices in the global market.FindingsTo this end, this paper identifies and addresses three limitations of the contemporary omnichannel literature: the failure to articulate the sources of value creation generated by omnichannel practices, the conception of omnichannel as targeting a single customer actor only and the static conception of omnichannel practices. In response to these limitations, this study offers the following: four sources of value creation based on the business model concept, a multi-actor customer conception, where several actors partake in the overall purchase decision and an evolutionary notion of omnichannel practices in terms of their constitution and use as part of the overall evolution of a marketplaceOriginality/valueThe framework presented in this paper provides a map to take new research beyond its current boundaries and an audit tool to help managers identify their firm’s current omnichannel situation, including limitations and opportunities for further development.
Highlights
The movement to omnichannel retailing has heretofore not been conceptualized as well, despite its growing importance in practice (Verhoef et al, 2015, p. 175).© Ricardo Costa Climent, Darek M
To remedy the current static view of omnichannel practices, we propose a co-evolutionary view based on the theory of evolutionary economics
The aim is to deliver a consistent, progressive customer experience throughout the purchase decision process, regardless of the channel the customer uses at any given stage of the process
Summary
The movement to omnichannel retailing has heretofore not been conceptualized as well, despite its growing importance in practice (Verhoef et al, 2015, p. 175). The movement to omnichannel retailing has heretofore not been conceptualized as well, despite its growing importance in practice
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