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    Omnichannel retailing: Digital transformation of a medium-sized retailer


    Cakir, Gültekin and Iftikhar, Rehan and Bielozorov, Artem and Pourzolfaghar, Zohreh and Helfert, Markus (2021) Omnichannel retailing: Digital transformation of a medium-sized retailer. Journal of Information Technology Teaching Cases. ISSN 2043-8869

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    Official URL: https://journals.sagepub.com/doi/full/10.1177/2043...


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    Abstract

    Most retailers are currently undergoing a major transformation in the process of becoming omnichannel retailers. This case addresses the challenges of an Irish company in the transition from an offline focused retailer to an omnichannel company. Building on its strong expertise in traditional offline retail, the company is aiming to establish itself as an omnichannel retailer that allows for increasing its customer base in Ireland and overseas. The case describes actual challenges along the journey, including the strategic, operational, and technological challenges. It provides an opportunity for students to discuss and understand the practical aspects of the retail transformation process and the linkage between technology and business strategy. The case enables discussions on the multiple aspects in the process of transformation toward omnichannel retail and promotes the development of innovative solutions for transferring customer experience provided in offline retail to online platforms.

    Item Type: Article
    Additional Information: This is the preprint version of the published article, which is available at Cakir G, Iftikhar R, Bielozorov A, Pourzolfaghar Z, Helfert M. Omnichannel retailing: Digital transformation of a medium-sized retailer. Journal of Information Technology Teaching Cases. January 2021. doi:10.1177/2043886920959803
    Keywords: Omnichannel retailing; digital retail; digital strategy; channel integration; in-store experience; customer experience; COVID-19;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 13792
    Identification Number: https://doi.org/10.1177/2043886920959803
    Depositing User: Markus Helfert
    Date Deposited: 12 Jan 2021 15:14
    Journal or Publication Title: Journal of Information Technology Teaching Cases
    Publisher: Palgrave Macmillan
    Refereed: No
    Funders: Horizon 2020, Grant Agreement No. 765395
    URI:

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