Omnichannel management : The art of omnichannel orchestration

Sammanfattning: Digital advances and consumers' buying behaviors disrupt the retail industry demanding more seamless experiences during their buys. In response, retailers are adopting an omnichannel retailing strategy (OCR), which is the integration of retailers' physical and digital channels. However, OCR is a premature concept, and there is still a lack of research in the subject, which limits the guidance for its practical application. Thus, there is still the need to understand the subject.  For OCR managers, it is necessary to understand the main challenges in order to orchestrate it better. Therefore, this research undertakes the task to study the factors that challenge OCR's orchestration, from a managerial perspective. The research departs from primary and secondary data that was later categorized according to its main factor and incorporated into an existing analytical framework of OCR. The findings indicate three main challenge groups that could hinder an orchestrator's impact on the organization. Those are particular capabilities for the OCR, the integration of channels, and technology and data leverage.