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.
Purchasing decisions do not always come from the rational mental processes but are often being driven by emotions. This insight made researchers think of emotions as of an essential contextual variable capable of enhancing personalized services and providing more precise recommendations within e-Commerce. In this paper we explore the studies made to discover why emotions are an important research domain necessary to understand purchasing behavior of online shoppers. We also explore how user emotions can be captured and recognized by existing technologies to provide enhanced personalization. Specifically, we apply Webster and Watson (2002) literature review approach to create a sample of studies published in scientific journals and conference proceedings. We synthesize the extant studies on the role of user emotions for personalized services within e-Commerce. We also provide a comprehensive concept-matrix which aggregates the range of existing emotions recognition technologies and highlights which specific emotions these technologies are able to recognize as well as in which domains these solutions are applied. Our study extends prior reviews and provides insights into open research areas which will benefit Human-Computer Interactions (HCI) practitioners and researchers in academia and industry.
Following the best practices in retail, along with home delivery, many companies also offer customers the option to buy online and pick up in store (BOPIS). The paper provides insights into the essential components of the BOPIS service conceptualized in the form of a taxonomy together with literature review on omnichannel retail and channel integration quality dimensions. The data were collected through semistructured interviews and focus group discussion in the scope of case study with an Irish retailer. The study represents a valuable contribution into the existing body of knowledge on omnichannel retail.
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