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Blurring the Lines between Physical and Digital Spaces: Business Model Innovation in Retailing

by Milan Jocevski

Blurring the Lines between Physical and Digital Spaces: Business Model Innovation in Retailing
Alternative physical retail spaces can be designed to meet new omnichannel demands.
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Traditional retail practices are under stress as retailers ponder various ways of setting up a sustainable omnichannel business model. A significant challenge in their endeavor relates to the blurring lines between physical and digital worlds. This article analyzes three retailers’ exploratory efforts of alternative physical retail spaces. There are five key innovation areas to revamp for such a retail store: in-store technology, the role of sales associates, leveraging a mobile channel, data analytics, and collaborations. Moreover, physical retail space can serve as an aggregation hub that connects various retailer-customer interaction points across physical and digital spaces.




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California Management Review

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Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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