
Examining the effects of artificial intelligence and IT governance on omnichannel grocery retail strategies: A mixed methods approach
Continued advancements in technology e.g., artificial intelligence and changing consumer shopping expectations have transformed the grocery retail environment. As a result, the grocery industry is more focused on integrating omnichannel retailing as a competitive capability. The purpose of this paper was to examine the effects of artificial intelligence (AI) and IT governance on the integration of omnichannel strategies in retail grocery contexts.
The study consisted of a mixed methods approach which included a case study and survey. The case study involved a specific grocery retailer (Grocer X) that served as a representative for the grocery industry. It included interviews with ten participants from various functional areas within Grocer X.
This paper provides insights into the necessary actions required by Grocer X to implement AI as part of their omnichannel strategy and the related impact. It highlights the complexities involved in integrating new technologies and the required governance for ensuring data quality, consistency, and security. A key component identified was the need for flexibility within the data foundation, technology infrastructure, and organizational ways of working. The insights provided during the interviews were details to understand the organizational variables that would not have been available by research alone. The findings support the need for further research into the implications of continued technology integration within the grocery industry.
Files
Penn State Only
Files are only accessible to users logged-in with a Penn State Access ID.
Metadata
Work Title | Examining the effects of artificial intelligence and IT governance on omnichannel grocery retail strategies: A mixed methods approach |
---|---|
Access | |
Creators |
|
Keyword |
|
License | In Copyright (Rights Reserved) |
Work Type | Research Paper |
Acknowledgments |
|
Publication Date | 2023 |
DOI | doi:10.26207/4atb-1d11 |
Deposited | April 25, 2024 |
Versions
Analytics
Collections
This resource is currently not in any collection.