Evolution of omni-channel business models: a new community-based omni-channel and data-enabled ecosystem
Journal of Contemporary Marketing Science
ISSN: 2516-7480
Article publication date: 7 December 2021
Issue publication date: 9 December 2021
Abstract
Purpose
The 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/approach
The study’s analyses of Hema cases and other examples reveal a new omni-channel model, a community-based and data-enabled ecosystem model.
Findings
The 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/value
The authors hope the typology brings new insights to the development of omni-channel retail.
Keywords
Acknowledgements
Rui Wang acknowledges financial support from National Natural Science Foundation of China (#72072004).
Citation
Wang, R., Xie, X. and Ma, H. (2021), "Evolution of omni-channel business models: a new community-based omni-channel and data-enabled ecosystem", Journal of Contemporary Marketing Science, Vol. 4 No. 3, pp. 385-396. https://doi.org/10.1108/JCMARS-11-2020-0045
Publisher
:Emerald Publishing Limited
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