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Visualizing Critical Objectives in Omnichannel Management Through Mental Models: The Application of an Assortment Integration Context

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Computer-Human Interaction Research and Applications (CHIRA 2020)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1609))

Abstract

Channel Integration is a crucial task for retailers in order to generate a seamless customer experience. This is particularly the case for assortments. Customers expect an identical assortment along all channels or customer confusion can occur, potentially leading to purchase abandonment or postponement and thus to losses in sales. Mental models can help to simplify complex systems and behaviour and can support managers in decision-making processes. This paper builds on a mental model approach to visualize the dynamics and trade-offs of the three critical objectives in omnichannel assortment management: assortment integration, customer confusion reduction, and purchase postponement/abandonment reduction, to assist retailers in decision-making through the depiction of different scenarios and objective achievements. Recommendations for actions are provided for each scenario eventually helping retail managers in improving understanding and decision-making for omnichannel assortment decisions.

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Acknowledgements

This project has received funding from the European Union’s Horizon 2020 research and innovation programme under the Marie Skłodowska-Curie grant agreement No. 765395, and was also supported, in part, by Science Foundation Ireland grant 13/RC/2094 and co-funded under the European Regional Development Fund through the Southern & Eastern Regional Operational Programme to Lero –the Irish Software Research Centre (www.lero.ie).

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Authors and Affiliations

  1. Maynooth University, Maynooth, Ireland

    Gültekin Cakir & Markus Helfert

  2. Dublin City University, Dublin, Ireland

    Marija Bezbradica

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  1. Gültekin Cakir
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  2. Marija Bezbradica
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  3. Markus Helfert
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Correspondence to Gültekin Cakir .

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Editors and Affiliations

  1. Medical University of Graz, Graz, Austria

    Andreas Holzinger

  2. IT - Institute of Telecommunications, Lisboa, Portugal

    Hugo Plácido Silva

  3. Dublin City University, Dublin, Ireland

    Markus Helfert

  4. Madeira Interactive Technologies Institute, Funchal-Madeira, Portugal

    Larry Constantine

Appendix

Appendix

Fig. 10.
figure 10

Five basic scenarios arranging the objectives CI, CX and EV, [15].

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Cakir, G., Bezbradica, M., Helfert, M. (2022). Visualizing Critical Objectives in Omnichannel Management Through Mental Models: The Application of an Assortment Integration Context. In: Holzinger, A., Silva, H.P., Helfert, M., Constantine, L. (eds) Computer-Human Interaction Research and Applications. CHIRA 2020. Communications in Computer and Information Science, vol 1609. Springer, Cham. https://doi.org/10.1007/978-3-031-22015-9_8

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