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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.
© Emerald Publishing Limited
2021
Emerald Publishing Limited
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