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

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.
Based on the article by Milan Jocevski

Read the full article:
https://doi.org/10.1177/0008125620953639

California Management Review
Volume 63, Issue 1 (Fall 2020)
https://cmr.berkeley.edu/browse/issues/63_1/

Video production: David Salisbury

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