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