Visualising Trade-offs of Objectives in Omnichannel Management: A Mental Model Approach

Gültekin Cakir

2020

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.

Paper Citation

in Harvard Style

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 - Volume 1: WUDESHI-DR, ISBN 978-989-758-480-0, pages 291-298. DOI: 10.5220/0010214002910298

in Bibtex Style

@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 - Volume 1: WUDESHI-DR,},
year={2020},
pages={291-298},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010214002910298},
isbn={978-989-758-480-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications - Volume 1: WUDESHI-DR,
TI - Visualising Trade-offs of Objectives in Omnichannel Management: A Mental Model Approach
SN - 978-989-758-480-0
AU - Cakir G.
PY - 2020
SP - 291
EP - 298
DO - 10.5220/0010214002910298