{"title":"Evolution of omni-channel business models: a new community-based omni-channel and data-enabled ecosystem","authors":"Rui Wang, Xuanli Xie, Hao Ma","doi":"10.1108/jcmars-11-2020-0045","DOIUrl":null,"url":null,"abstract":"PurposeThe authors seek to crack the model of new retail by outlining the unique business model known as community-based omni-channel and data-enabled ecosystem.Design/methodology/approachThe study’s analyses of Hema cases and other examples reveal a new omni-channel model, a community-based and data-enabled ecosystem model.FindingsThe ecosystem targets local customers within a limited geographical range. It is also data-enabled and effectively leverages large-scale data on consumers, store operations, supply chains and logistics to ensure the smooth functioning of the ecosystem.Originality/valueThe authors hope the typology brings new insights to the development of omni-channel retail.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2021-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Contemporary Marketing Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jcmars-11-2020-0045","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 3
Abstract
PurposeThe authors seek to crack the model of new retail by outlining the unique business model known as community-based omni-channel and data-enabled ecosystem.Design/methodology/approachThe study’s analyses of Hema cases and other examples reveal a new omni-channel model, a community-based and data-enabled ecosystem model.FindingsThe ecosystem targets local customers within a limited geographical range. It is also data-enabled and effectively leverages large-scale data on consumers, store operations, supply chains and logistics to ensure the smooth functioning of the ecosystem.Originality/valueThe authors hope the typology brings new insights to the development of omni-channel retail.
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