The Internet offers modern retailers access to a wide range of online marketing and sales channels. While these channels already form an integral part of many retailers’ business models, a large percentage still struggle to effectively integrate them into their respective strategies.
E-commerce is also intensifying competition from international players and retailers, while simultaneously creating new opportunities to reach international customer groups. Retailers must figure out how to address these international opportunities and threats.
The use of online marketing and sales channels is also generating a continuous flow of data and customer data that retailers can harness to improve the customer experience. However, many seem to be struggling with the transformation towards a more data-driven organisation.
In order to address this challenge, researchers are currently analysing the effectiveness of domestic and international e-commerce and omnichannel activities and the retail sector’s strategic use of data and customer data in marketing and operational processes.