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Author: Gültekin Cakir

Affiliation: Innovation Value Institute, School of Business, Maynooth University, Maynooth, Ireland

Keyword(s): Omnichannel Management, Mental Models, Trade-offs, Channel Integration, Visualisation, Customer Experience.

Abstract: The retail industry is undergoing a major transformation process and retailers struggle in implementing a sustainable omnichannel strategy. For retailers, it is of crucial importance to achieve channel integration in order to generate a seamless customer experience. At the same time, balancing profitability while undergoing transition into omnichannel retailing poses a major challenge for many retail managers. These trade-offs can increase complexity and additional difficulties in decision-making. Mental models help to understand complex systems and behaviour and can support managers in decision-making processes. This paper proposes early work and an initial concept of a mental model arranging three critical objectives in omnichannel management: channel integration, customer experience generation, and economic value creation. Through a Venn Diagram approach, the relations between the objectives along with various scenarios of their achievements are illustrated, representing different states a retailer can undergo while following a transition towards omnichannel. Recommendations for actions are outlined for each scenario which can help retail managers to mentally depict dynamic relationships between objectives. (More)

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Paper citation in several formats:
Cakir, G. (2020). Visualising Trade-offs of Objectives in Omnichannel Management: A Mental Model Approach. In Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications - WUDESHI-DR; ISBN 978-989-758-480-0; ISSN 2184-3244, SciTePress, pages 291-298. DOI: 10.5220/0010214002910298

@conference{wudeshi-dr20,
author={Gültekin Cakir.},
title={Visualising Trade-offs of Objectives in Omnichannel Management: A Mental Model Approach},
booktitle={Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications - WUDESHI-DR},
year={2020},
pages={291-298},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010214002910298},
isbn={978-989-758-480-0},
issn={2184-3244},
}

TY - CONF

JO - Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications - WUDESHI-DR
TI - Visualising Trade-offs of Objectives in Omnichannel Management: A Mental Model Approach
SN - 978-989-758-480-0
IS - 2184-3244
AU - Cakir, G.
PY - 2020
SP - 291
EP - 298
DO - 10.5220/0010214002910298
PB - SciTePress

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