Introduction to the special issue information technology in retail: Toward omnichannel retailing

Wojciech Piotrowicz, Richard Cuthbertson

Research output: Contribution to journalArticleScientificpeer-review

453 Citations (Scopus)


The increased deployment of new technologies such as smart mobile devices and social networks and the growing importance of in-store technological solutions create new opportunities and challenges for retailers. As the line between online and physical channels is blurred, a new approach to channel integration is emerging - the omnichannel, which aims to deliver a seamless customer experience regardless of the channel. This introduction presents the results of focus group discussions on the role of information technology in retail, new business models, and the future role of traditional stores as e-commerce advances. Key issues that emerged from the discussion include the need for channel integration, the impact of mobile technologies, the growing role of social media, the changing role of physical brick-and-mortar stores, the need to respond to diverse customer requirements, the balance between personalization and privacy, and, finally, supply chain redesign. The four papers in this Special Issue explore these themes further.
Original languageEnglish
Peer-reviewed scientific journalInternational Journal of Electronic Commerce
Issue number4
Pages (from-to)5-16
Number of pages12
Publication statusPublished - 2014
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management


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