Changing Attitudes of Retailers Towards Cross-channel Commerce and its Success Factors: a Longitudinal Study
Loading...
Files
[Pdf des Konferenzbeitrags]
Authors
Author (Corporation)
Publication date
2017
Typ of student thesis
Course of study
Collections
Type
04B - Conference paper
Editors
Kommers, Piet
Isaías, Pedro
Editor (Corporation)
Supervisor
Parent work
Proceedings of the 15th International Conference on e-Society, Budapest, Hungary, 10 – 12 April, 2017
Special issue
DOI of the original publication
Link
Series
Series number
Volume
Issue / Number
Pages / Duration
39-48
Patent number
Publisher / Publishing institution
IADIS Press
Place of publication / Event location
Budapest
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
Cross-channel commerce concepts are increasingly being implemented and are almost universally accepted as a panacea for many current retail problems. In practice, however, these concepts are extremely complex and the question arises as to whether and under which conditions multichannel concepts can be successful. This paper shows how retailers assess the trend towards multichannel concepts and how their attitude has changed over the last years. Further, current success factors for cross-channel commerce are derived. The opinions of leading industry experts in Switzerland serve as a qualitative empirical basis. In contrast to previous years, the experts have estimated the cross-channel concepts as a whole to be successful since 2014. The analysis results further show that the success factors described in the literature so far have to be supplemented by two further factors: the density of physical stores with simultaneous scaling of the online channel and a transformation in management and organization. These results and experiences from Switzerland might help retailers who think of expanding their traditional business into the online channel or the other way round.
Keywords
E-Commerce, Online Trade, Multichannel, Cross-Channel, Success Factors
Subject (DDC)
Event
Exhibition start date
Exhibition end date
Conference start date
10.04.2017
Conference end date
12.04.2017
Date of the last check
ISBN
978-989-8533-60-9
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
License
Citation
Leimstoll, U., & Wölfle, R. (2017). Changing Attitudes of Retailers Towards Cross-channel Commerce and its Success Factors: a Longitudinal Study. In P. Kommers & P. Isaías (Eds.), Proceedings of the 15th International Conference on e-Society, Budapest, Hungary, 10 – 12 April, 2017 (pp. 39–48). IADIS Press. https://doi.org/10.26041/fhnw-1055