Corpus ID: 32441362

Hummel's Digital Transformation Toward Omnichannel Retailing: Key Lessons Learned

  title={Hummel's Digital Transformation Toward Omnichannel Retailing: Key Lessons Learned},
  author={Rina Hansen and Sia Siew Kien},
  journal={MIS Q. Executive},
With the growing use of mobile and social media, many organizations are realizing they need an online presence to reach out to digitally savvy customers. But delivering a seamless customer experience across various online and offline channels is challenging. The full article describes how Hummel, a European sports fashion company, overcame the challenges and successfully transitioned toward omnichannel retailing. (Omnichannel capabilities integrate online and offline channels in engaging and… Expand
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