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Operations in an Omnichannel World: Introduction Read chapter Read first chapter

2019 | OriginalPaper | Chapter

Omnichannel Analytics

Authors : Marcel Goic, Marcelo Olivares

Published in: Operations in an Omnichannel World

Publisher: Springer International Publishing

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Abstract

Retail business models have evolved over the years to create a value chain that combines multiple channels to interact with customers and suppliers. At the same time, technological advances have enabled the collection of various forms of data which can be used to support managerial decisions. This chapter provides a constructive framework to understand the practice of retail analytics—the data-driven approach to support decisions based on models and quantitative methods—through the dynamic evolution of various channels of what is now referred to as omnichannel retail. This framework is supported with several research examples that illustrate the differences in terms of data, decisions, and methods used in various retail channels, and also show more recent examples of convergence and integration across channels.

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Footnotes
1
Although not reported here, other surveys were also applied to customers to evaluate service quality and appropriateness of product suggestions. For more information, see Fuenzalida (2017).
 
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Metadata
Title
Omnichannel Analytics
Authors
Marcel Goic
Marcelo Olivares
Copyright Year
2019
Book
Operations in an Omnichannel World

Print ISBN: 978-3-030-20118-0

Electronic ISBN: 978-3-030-20119-7

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-20119-7_6