Omnicanalidad como estrategia competitiva: una revisión conceptual y dimensional

Mayerlin Roldán Sepúlveda; Marisol Valencia Cárdenas; Diego Alejandro López Cadavid; Jorge Anibal Restrepo Morales; Juan Gabriel Vanegas López

doi:10.18046/j.estger.2022.164.5006

Authors

Mayerlin Roldán Sepúlveda Estudiante de Administración Financiera, Facultad de Ciencias Administrativas y Económicas , Tecnológico de Antioquia Institución Universitaria, Medellín, Colombia.
Marisol Valencia Cárdenas Profesora de tiempo completo, Facultad de Ciencias Administrativas y Económicas, Tecnológico de Antioquia Institución Universitaria, Medellín, Colombia.
Diego Alejandro López Cadavid Docente Investigador, Facultad de Derecho, Institución Universitaria Visión de las Américas, Medellín, Colombia.
Jorge Anibal Restrepo Morales Profesor de planta, Facultad de Ciencias Administrativas y Económicas, Tecnológico de Antioquia Institución Universitaria, Medellín, Colombia.
Juan Gabriel Vanegas López Profesor de planta, Facultad de Ciencias Administrativas y Económicas, Tecnológico de Antioquia Institución Universitaria, Medellín, Colombia.

DOI:

https://doi.org/10.18046/j.estger.2022.164.5006

Keywords:

omnichannel, digital transformation, supply chains, digital marketing

Abstract

Digitalization has led to the emergence of concepts such as omnichanneling. Thus, this research aims to develop a theoretical review, through a thematic network map analysis and interviews with experts, to describe the critical business areas of the process and their dimensions. The important business areas where the strategy is presented are supply chain and inventories, marketing and business models, and digital technologies. Among the dimensions found are digital marketing and customer loyalty and empowerment systems in online and offline channels; digital information systems, integrated in real time to the supply chain; and platforms for the capture, analytics, and exchange of large volumes of data in interaction with customers. The review found that omnichannel is more profitable than other strategies, optimizes deliveries, inventory turnover and costs.

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