The Role of Digital Applications in the Channel Integration of Retailers
(A2019-9800)

AUTHORS

Agardi Irma, Corvinus University of Budapest; Zombor Berezvai, Corvinus University of Budapest; Judit Szabolcsné Orosz, Corvinus University of Budapest

KEYWORDS

digitalization; multichannel; retailing

ABSTRACT

Our research aims to investigate how digital innovations affect the channel integration of retail companies. More precisely, we analyzed what channel combinations are created by retail digital solutions. An exploratory study was conducted based on a longitudinal sample of leading grocery retailers. Although, the content analysis has revealed that considerable share of digital solutions affect single channels, we found evidence that the application of digital technologies contribute to channel integration. Especially, retail services, new retail formats and retail promotions trigger the combination of online and offline channels of retailers.

REFERENCES

The present publication is the outcome of the project „From Talent to Young Researcher project aimed at activities supporting the research career model in higher education”, identifier EFOP-3.6.3-VEKOP-16-2017-00007.