A Tale of Two Cities: How High Streets Can Prevail in the Digital Age

Jörg Becker (), Jan H. Betzing (), Moritz Hoffen () and Marco Niemann ()
Additional contact information
Jörg Becker: European Research Center for Information Systems
Jan H. Betzing: European Research Center for Information Systems
Moritz Hoffen: European Research Center for Information Systems
Marco Niemann: European Research Center for Information Systems

Chapter Chapter 14 in Collaboration in the Digital Age, 2019, pp 291-307 from Springer

Abstract: Abstract The rise of e-commerce and lately m-commerce, and the ongoing digitization have a significant impact on traditional high street retailers, who often are not able to match the prices, variety of products, and services provided online. To prevent the looming decline of high streets, retailers need to catch up and start to engage the new digital customer. This article illuminates the interplay of diverse, digital interfaces, resources and actors in the co-creation of value in high street retail. Alliances and a digital platform ecosystem are presented as forms of cooperation, where retailers join forces to provide digital touchpoints and boundary-spanning service to the customer, and also actively use customer-generated data to improve their service and strengthen the overall attractiveness of their high streets. We tell a tale of two cities—Burnsley and Beckinsdale—set in the not so distant future, where retailers have taken very different approaches to respond to the digital age.

Keywords: High Street; Touchpoints; High-level Road; Store Associate; Omnichannel (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (2)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-319-94487-6_14

Ordering information: This item can be ordered from
http://www.springer.com/9783319944876

DOI: 10.1007/978-3-319-94487-6_14

Access Statistics for this chapter

More chapters in Progress in IS from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().