Retailers Facing the Challenge of Connected Commerce: A Multisectoral Study
Retailers are not spared by the digital transformation. Now, retailers have to meet the challenge of omnichannel retailing. Using the theoretical framework of organizational ambidextry, the digitalization strategy of six French and Canadian retailers, belonging to three sectors, was studied according to the case-study method. Four types of changes are brought to light: organizational changes, changes in the value proposition, logistics changes and changes in the KPI’s used and in the sharing of value.