Omni-channel integration: the matter of information and digital technology

Purpose This paper aims to explore how omni-channel data flows should be integrated by specifying what data, agents and information digital technologies (IDTs) considered connected. Design/methodology/approach A multiple case study method is used with 17 British companies. The studies are supported 68 interviews the companies their consumers, 5 site visits, 4 focus group meetings companies’ archival documentations. Findings provides novel frameworks for flow integration from consumer business perspectives. consist of agents, transactions supporting IDTs. Relatedly, this formalizes in forms horizontal, vertical total integrations explores contributions adaptability omni-channel, as a complex adaptive system (CAS). It also discusses that inter-organizational governance mechanisms can support relevant IDT implementations. Research limitations/implications breadth depth required IDTs prove necessity systems move toward integration. Therefore, CAS theories, research indicates transform through self-organization autonomy capability enhancement. Originality/value research’s recommended provide robust platform formalize omni-channel's core driver. Accordingly, it moves literature basic description “what is” significant debate on specific shared at levels between which type relationship mechanism, assure integrations.