The digital transformation of brick-and-mortar retailers: Managing the transition to an omnichannel customer experience
Connected retail requires a digital transformation that challenges the business models of brick-and-mortar retailers. We conducted a longitudinal case study with the Société des Alcools du Québec, one of the first historic retailers in the Canadian province to engage in the process. This study reveals the mechanisms underlying the channel integration associated with customer experience management, both at the strategic and operational levels. Our results highlight a holistic four-phase scenario that describes business model transitions in terms of strategic priorities, value propositions, resources and competencies, organizational adjustments, and performance evaluations.