1 Department of Business Development and Technology, Aarhus BSS, Aarhus University2 Department of Business Development and Technology, Aarhus BSS, Aarhus University
Recently, the concept of omni-channel retailing has been introduced (Aberdeen Group, 2012; Arthur, 2012; Bomber and Caudhill, 2012; Demsey and Dunlap, 2012; Edelson, 2012; Elliot et al., 2012; Hadley, 2012; Harris, 2012; Winter, 2012; Wheeler, 2012). Omni-channel retailing is met with interest from key players in the industry of retailing (Wilson, 2012; Verizon, 2012) and covers the idea that anything can be sold anywhere with consistent marketing, reasonable efficiency of the supply chain channels and responsible customer service. This article aims at contributing to a characterisation and definition of omni-channel retail information systems (OCRIS) by using the information systems research tradition as a distinctive starting point (Treiblmaier and Strebinger, 2008; Avgerou, 2001; Parboteah et al., 2009). Omni-channel retailing has evolved since 2010 with the ultimate aim of aligning physical and digital sales channels by the use of technology, thus providing uniform customer experience and operational effectiveness across the channels (Hansen and Tambo, 2011). The vision of OCRIS remains largely at a conceptual level. Selected point-of-sale (“cash registers”) products and retail management systems have been introduced to be able to cope with the challenges of OCRIS. However, as a business strategy, it is still evolving and not many of the actual implementations have been able to fully realise the vision.
Encyclopedia of Information Science and Technology (3rd Edition), 2014, p. 874-882
Information systems; Retail; E-commerce; E-business; Multi-channel retailing; Cross-channel retailing; Omni-channel retailing; Information Systems; retail management