A Holistic Mental Model Framework for Optimizing Omnichannel Networks

Document Type : Original Article

Authors

1 Industrial Engineering Department, Faculty of Engineering, Zagazig University, Egypt

2 Department of Decision Support, Faculty of Computers and Information, Cairo University, Egypt

3 Mechanical Engineering Department, Faculty of Engineering, British University in Egypt

Abstract

The shift towards omnichannel retailing signifies a profound transformation in how businesses interact with consumers, driven by the growing demand for a seamless shopping experience across various channels. This study offers a detailed framework designed to enhance the effectiveness of omnichannel networks, emphasizing the integration of a comprehensive mental model with a balanced scorecard to tackle the complexities inherent in omnichannel retail. By delving into the challenges and strategies for measuring and managing key performance factors—customer experience, internal processes, learning and growth, and financial aspects—this research provides invaluable guidance for retailers. Aligning organizational objectives with omnichannel strategies enables more effective inventory management across channels, significantly boosting operational efficiency. Additionally, integrating online purchases with in-store pickup has emerged as a popular strategy, benefiting customers and retailers by streamlining operations and fostering customer loyalty. This study underscores the critical importance of a holistic approach to omnichannel retailing, offering strategic insights to achieve seamless integration and operational excellence.

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