Omnichannel Integration Effectiveness Through IoT Data Sharing in Retail Marketing Strategies

Sensor-based insights in the retail environment are potential enablers for omnichannel integration that could enhance customer experience, operational efficiency and strategic decision-making in marketing strategies. We propose and validate here a conceptual mapping framework and a structural equation modeling method to evaluate IoT-specific data sharing outcomes using cross-sectional survey samples collected from a retail ecosystem, within a multi-channel setting. Depending on the exact configuration of the variables in this framework, three possible pathways and outcomes are presented accordingly. We used SWOT analysis to assess the benefits of IoT integration on customer engagement, channel coordination and marketing performance. Results suggest that there is a significant improvement in decision quality and an observable increase in resilience in most of the tested models. Results also suggest the dimension of stakeholder alignment needs further investigation. This research is expected to serve as a reference which may contribute to theoretical advancement and to managerial applications, especially in the context of understanding the effects of IoT-driven data sharing on omnichannel effectiveness in retail marketing. These findings can indirectly contribute to increased profitability and competitiveness while also benefiting sustainability within the remaining market structures.

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